Virtual idol marketing: Benefits, risks, and an integrated framework of the emerging marketing field
The marketing practice involved with virtual idols became popular, leading to the emergence of virtual idol marketing. However, there is a lack of scientific understanding of this emerging marketing field. To promote a fundamental understanding of virtual idol marketing, this study clarifies the con...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2023-11-01
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| Series: | Heliyon |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2405844023093726 |