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Virtual Idol: Can The Digital Exist Bring Marketing Effectiveness and How? An Empirical Study Based On SEM by thuhatruong is a document available to read on EtoBox.

What is Virtual Idol: Can The Digital Exist Bring Marketing Effectiveness and How? An Empirical Study Based On SEM about?

This study investigates the marketing effectiveness of virtual idols, which are computer-generated media celebrities, and their influence on brand attitude and purchase intention through para-social interaction. The research confirms that factors such as physical attractiveness, social attractiveness, activity, and content positively impact para-social interaction, which in turn affects brand attitude and purchase intention. The findings provide theoretical support for virtual idol marketing practices and g

Author

thuhatruong

Language

EN