Research on the Effectiveness of Virtual Influencer Endorsement from the Perspectives of Consumer Attitudes and Word-of-mouth
Virtual influencer endorsement is becoming a new marketing practice for brands worldwide.As a result,the research on virtual influencer endorsement thus has become an emerging research field.To improve the understanding of the virtual influencer endorsement phenomenon,this study verifies the effectiveness of virtual influencer endorsement from the perspectives of consumer attitudes and word-of-mouth.It found that with the influence of virtual influencer's likability,attractiveness,and popularity,virtual influencers can help improve consumers'attitudes and word-of-mouth towards the products or brands they endorse.The findings of this study are helpful in understanding the mechanism of the effectiveness of virtual influencer endorsement and have significance for the marketing practice in this domain.
NETL
NSTL
万方数据
