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

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

Eunjin (Anna) Kim, Hye Min Kim, Donggyu Kim, Joo-Wha Hong, Jiemin Looi

언어ENG
URLhttps://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)

키워드

Virtual Influencers Brand Attitudes Purchase Intent Message Attitudes Meta-analysis

저자

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)

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