Bibliographic Details
| Title: |
Real but Fictional: A Research Agenda of Virtual Influencers for Brand Communications in Social Media Marketing |
| Authors: |
Lei Huang |
| Source: |
Journal of Applied Marketing Theory, Vol 10, Iss 2 (2023) |
| Publisher Information: |
Georgia Southern University, 2023. |
| Publication Year: |
2023 |
| Collection: |
LCC:Marketing. Distribution of products |
| Subject Terms: |
virtual influencer, influencer marketing, social media marketing, human brands, parasocial interaction, source credibility, Marketing. Distribution of products, HF5410-5417.5, Advertising, HF5801-6182 |
| More Details: |
With the rise of virtual influencers (VIs) and their impacts on influencer marketing, this paper proposes a future research paradigm on how to develop brand communication strategies through a novel understanding of VIs from both the consumer and company perspectives. Built on the parasocial interaction theory and the human brand theory, six propositions aim to provide research guidelines for influencer and social media marketing by leveraging the use of VIs in a brand-consumer relationship. The theoretical and managerial implications are also discussed. |
| Document Type: |
article |
| File Description: |
electronic resource |
| Language: |
English |
| ISSN: |
2151-3236 |
| Relation: |
https://digitalcommons.georgiasouthern.edu/jamt/vol10/iss2/7; https://doaj.org/toc/2151-3236 |
| DOI: |
10.20429/jamt.2023.100207 |
| Access URL: |
https://doaj.org/article/bdd2c51c77254fb38c8571908f1e38de |
| Accession Number: |
edsdoj.bdd2c51c77254fb38c8571908f1e38de |
| Database: |
Directory of Open Access Journals |
