虚拟影响者与真实联系：探索虚拟影响者现象

IF 5.4 2区管理学 Q1 BUSINESS

Journal of Advertising Pub Date : 2024-09-13 DOI:10.1080/00913367.2024.2393711

Mona Mrad, Zahy Ramadan, Zsófia Tóth, Lina Nasr, Sahar Karimi

引用次数: 0

摘要

尽管人们对在数字营销活动中使用社交媒体有影响力的人越来越感兴趣，但对虚拟有影响力的人及其对消费者和品牌的影响却知之甚少。虚拟影响力...

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Virtual Influencers Versus Real Connections: Exploring the Phenomenon of Virtual Influencers

While growing is interest in the use of social media influencers in digital marketing campaigns, little is known about virtual influencers and their impact on consumers and brands. Virtual influenc...

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来源期刊

Journal of Advertising Multiple-

CiteScore

11.20

自引率

10.50%

发文量

期刊介绍： The Journal of Advertising is the premier journal devoted to the development of advertising theory and its relationship to practice. The major purpose of the Journal is to provide a public forum where ideas about advertising can be expressed. Research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research represent some of the key foci of the Journal. Other topics of interest recently covered by the Journal include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising.