Work

Bridging the virtual and real: emotional engagement in virtual influencer endorsements

Year: 2025

Type: article

Source: Young Consumers Insight and Ideas for Responsible Marketers

DOI: 10.1108/yc-12-2024-2372

Authors: Haiwen Liu, Jia Xu, Kaidong Yu, Jiankun Gong

Institutions: City University of Macau, Universiti Sains Malaysia, Krirk University, University of Malaya

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4409519484

FWCI: 41.31

Cites: 73

Cited by: 23

Related to: 10