How Do Virtual Influencers Affect Consumer Brand Evangelism in the Metaverse? The Effects of Virtual Influencers’ Marketing Efforts, Perceived Coolness, and Anthropomorphism
Modern commercial organizations have started to embrace the metaverse platform as a new channel for marketing their products and services. As prominent brand representatives, virtual influencers are responsible for strengthening consumer–brand connections in the metaverse. However, the ways in which...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2025-02-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
| Subjects: | |
| Online Access: | https://www.mdpi.com/0718-1876/20/1/36 |
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