Work

Digital congruence in influencer marketing: how NFTs shift the balance between human and AI-driven virtual endorsers through parasocial relationships

Year: 2025

Type: article

Source: Marketing Intelligence & Planning

DOI: 10.1108/mip-03-2025-0281

Authors: Yanzhe Yuan, Mai Nguyen, Wei Shao, Yunen Zhang

Institutions: Griffith University, Jiangxi University of Finance and Economics

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: W4417530563

FWCI: 5.388

Cites: 145

Cited by: 3

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