The development of digital technology today has led to increasing contact between virtual idols and consumers.This article starts with the marketing strategies of virtual idols.It first explores four main marketing strategies.Then,based on this,a detailed analysis is conducted from two aspects:its impact on consumer attitudes and consumer purchase intention.The key role of virtual idol marketing in promoting emotional connection and behavioral transformation between brands and consumers is revealed,and the purpose of virtual idol marketing is to enhance consumer purchase intention by influencing consumer psychological distance.Finally,it indicates the challenges and opportunities of virtual idol marketing in future development,providing theoretical basis and practical guidance for brands to formulate effective virtual idol marketing strategies.
维普
万方数据
