Impact of Celebrity, Micro-Celebrity, and Virtual Influencers on Chinese Gen Z’s Purchase Intention Through Social Media
Social media advertising strategies, including using traditional celebrity endorsers and micro-celebrity influencers, are prevalent marketing tools. However, the trend of using virtual influencers to endorse products is a novel potential way to attract young consumers. This present study aims to ana...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
SAGE Publishing
2023-03-01
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| Series: | SAGE Open |
| Online Access: | https://doi.org/10.1177/21582440231164034 |