KOREASCHOLAR

DO VIRTUAL INFLUENCERS REALLY PERSUADE? A META-ANALYSIS OF THEIR EFFECTIVENESS

Eunjin (Anna) Kim, Hye Min Kim, Donggyu Kim, Joo-Wha Hong, Jiemin Looi
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/442700
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Global Marketing Conference
2025 Global Marketing Conference at Hong Kong (2025.07)
p.609
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
Virtual InfluencersBrand AttitudesPurchase IntentMessage AttitudesMeta-analysis
Author
  • Eunjin (Anna) Kim(University of Southern California, USA)
  • Hye Min Kim(University of Massachusetts – Boston, USA)
  • Donggyu Kim(University of Southern California, USA)
  • Joo-Wha Hong(Sungkyunkwan University, South Korea)
  • Jiemin Looi(Hong Kong Baptist University, HongKong)