挖掘虚拟影响者对品牌信任和购买意向的说服力：来源可信度的平行中介作用

Q1 Business, Management and Accounting

Journal of Marketing Communications Pub Date : 2024-01-09 DOI:10.1080/13527266.2023.2301390

Papaporn Chaihanchanchai, Saravudh Anantachart, Nalinnipa Ruangthanakorn

引用次数: 0

摘要

虚拟影响者作为一种新型的产品代言人，越来越受到公众的关注。然而，他们的说服力仍不明确。本研究的主要目的是分析虚拟代言人...

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Unlocking the persuasive power of virtual influencer on brand trust and purchase intention: a parallel mediation of source credibility

Virtual influencers, asa new type of product endorser, are becoming more visible to the public. However, their persuasiveness remains unclear. This study primarily aimed to analyze the influence of...

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来源期刊

Journal of Marketing Communications Business, Management and Accounting-Business and International Management

CiteScore

7.70

自引率

0.00%

发文量

期刊介绍： The Journal of Marketing Communications is a double-blind peer-reviewed journal devoted to publishing research papers and information concerning all aspects of marketing and corporate communication, branding both corporate and product-related, and promotion management. It is a channel for discussing issues such customer relationship management, integrated marketing communication, together with behavioural foundations of marketing communications and promotion management. The Journal will also consider papers in internal marketing and in the corporate communications domain.