From pixels to fame : an empirical study of Virtual Influencers and gen Z customer engagement

From pixels to fame an empirical study of Virtual Influencers and gen Z customer engagement

Virtual Influencers (VIs) are artificially-generated characters that are designed to behave like real social media influencers. These digital natives are becoming increasingly popular as brands seek new ways to engage with younger audiences. Being a fresh subject of interest, extant literature has m...

Täydet tiedot

Bibliografiset tiedot
Päätekijä: KHUAT, Hoàng
Muut tekijät: Kauppakorkeakoulu, School of Business and Economics, Taloustieteet, Business and Economics, Jyväskylän yliopisto, University of Jyväskylä
Aineistotyyppi: Pro gradu
Kieli:eng
Julkaistu: 2023
Aiheet:
Virtual Influencers
parasocial interaction
influencers’ attributes
customer engagement
Markkinointi
Marketing
20423
z-sukupolvi
sosiaalinen media
vaikuttajamarkkinointi
somevaikuttajat
generation z
social media
influencer marketing
social media influencers
Linkit: https://jyx.jyu.fi/handle/123456789/86822

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