ANTHROPOMORPHISM AND REALISM OF VIRTUAL INFLUENCERS: CONSUMERS’ INTENTION TO PURCHASE LUXURY BRANDED PRODUCTS - koreascholar

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ANTHROPOMORPHISM AND REALISM OF VIRTUAL INFLUENCERS: CONSUMERS’ INTENTION TO PURCHASE LUXURY BRANDED PRODUCTS

Athena Wei Chee Chong, Tiong Ying Ying, Isaac Cheah, Yap Ching Seng, Joseph Sia Kee Ming

언어ENG
URLhttps://db.koreascholar.com/Article/Detail/442397

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Global Marketing Conference

2025 Global Marketing Conference at Hong Kong (2025.07)
p.217

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

키워드

Virtual influencer Anthropomorphism Realism Perceived Credibility Luxury Branding

저자

Athena Wei Chee Chong(Curtin University, Malaysia)
Tiong Ying Ying(Curtin University, Malaysia)
Isaac Cheah(Curtin University, Australia)
Yap Ching Seng(Curtin University, Malaysia)
Joseph Sia Kee Ming(Curtin University Malaysia)

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