Co-creation of metaverse brands equity with the impact of celebrity virtual images and real-life influence: from the perspective of experience-dominant logic

IF 3.7 4区 管理学 Q2 BUSINESS
Shugang Li, Boyi Zhu, He Zhu, Zhaoxu Yu
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引用次数: 0

Abstract

Brand equity co-creation can drive up platform value. In real world, celebrities play a crucial role in influencing brand equity co-creation. However, in metaverse celebrity-infused entertainment activities, there is a research gap in the impact of celebrities on brand equity co-create intention, which is crucial for marketing. Through a moderated mediation model, we examine the impact of celebrity virtual image and celebrity real-life influence on experience co-creation (parasocial relationship, presence) and further analyze the impact of experience co-creation on brand equity co-create intention. Additionally, we explore the moderating effect of celebrity real-life influence. Our study provides theoretical contributions by linking celebrity features to brand equity co-create intention from a virtual experiential-dominant perspective. We also find that celebrity real-life influence has a virtual-reality continuum and the characteristic of implicit priming moderating effect. We suggest that new media marketing practitioners recognize that metaverse celebrity virtual image branding and endorsement can be cost-effective while ensuring effectiveness.

Abstract Image

在名人虚拟形象和现实影响力的影响下共同创造元宇宙品牌资产:从体验主导逻辑的角度看问题
品牌资产共创可以提升平台价值。在现实世界中,名人在影响品牌资产共创方面发挥着至关重要的作用。然而,在元海外名人参与的娱乐活动中,名人对品牌资产共创意向的影响是一个研究空白,而品牌资产共创意向对市场营销至关重要。通过调节中介模型,我们研究了名人虚拟形象和名人现实影响力对体验共创(寄生社会关系、存在感)的影响,并进一步分析了体验共创对品牌资产共创意向的影响。此外,我们还探讨了名人现实影响力的调节作用。我们的研究从虚拟体验主导的角度出发,将名人特征与品牌资产共创意向联系起来,从而做出了理论贡献。我们还发现,名人现实影响力具有虚拟-现实连续性和内隐引物调节效应的特点。我们建议新媒体营销从业者认识到,元宇宙名人虚拟形象品牌塑造和代言可以在确保有效性的同时实现成本效益。
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来源期刊
CiteScore
7.50
自引率
12.80%
发文量
99
期刊介绍: The Internet and the World Wide Web have brought a fundamental change in the way that individuals access data, information and services. Individuals have access to vast amounts of data, to experts and services that are not limited in time or space. This has forced business to change the way in which they conduct their commercial transactions with their end customers and with other businesses, resulting in the development of a global market through the Internet. The emergence of the Internet and electronic commerce raises many new research issues. The Electronic Commerce Research journal will serve as a forum for stimulating and disseminating research into all facets of electronic commerce - from research into core enabling technologies to work on assessing and understanding the implications of these technologies on societies, economies, businesses and individuals. The journal concentrates on theoretical as well as empirical research that leads to better understanding of electronic commerce and its implications. Topics covered by the journal include, but are not restricted to the following subjects as they relate to the Internet and electronic commerce: Dissemination of services through the Internet;Intelligent agents technologies and their impact;The global impact of electronic commerce;The economics of electronic commerce;Fraud reduction on the Internet;Mobile electronic commerce;Virtual electronic commerce systems;Application of computer and communication technologies to electronic commerce;Electronic market mechanisms and their impact;Auctioning over the Internet;Business models of Internet based companies;Service creation and provisioning;The job market created by the Internet and electronic commerce;Security, privacy, authorization and authentication of users and transactions on the Internet;Electronic data interc hange over the Internet;Electronic payment systems and electronic funds transfer;The impact of electronic commerce on organizational structures and processes;Supply chain management through the Internet;Marketing on the Internet;User adaptive advertisement;Standards in electronic commerce and their analysis;Metrics, measurement and prediction of user activity;On-line stock markets and financial trading;User devices for accessing the Internet and conducting electronic transactions;Efficient search techniques and engines on the WWW;Web based languages (e.g., HTML, XML, VRML, Java);Multimedia storage and distribution;Internet;Collaborative learning, gaming and work;Presentation page design techniques and tools;Virtual reality on the net and 3D visualization;Browsers and user interfaces;Web site management techniques and tools;Managing middleware to support electronic commerce;Web based education, and training;Electronic journals and publishing on the Internet;Legal issues, taxation and property rights;Modeling and design of networks to support Internet applications;Modeling, design and sizing of web site servers;Reliability of intensive on-line applications;Pervasive devices and pervasive computing in electronic commerce;Workflow for electronic commerce applications;Coordination technologies for electronic commerce;Personalization and mass customization technologies;Marketing and customer relationship management in electronic commerce;Service creation and provisioning. Audience: Academics and professionals involved in electronic commerce research and the application and use of the Internet. Managers, consultants, decision-makers and developers who value the use of electronic com merce research results. Special Issues: Electronic Commerce Research publishes from time to time a special issue of the devoted to a single subject area. If interested in serving as a guest editor for a special issue, please contact the Editor-in-Chief J. Christopher Westland at westland@uic.edu with a proposal for the special issue. Officially cited as: Electron Commer Res
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