Virtual human influencers in live streaming commerce on social media platforms: exploring parasocial interactions with consumers in China
The research explores the expanding role of virtual human influencers (VHIs) in digital marketing via parasocial interactions (PSIs) in live streaming commerce, with a focus on Chinese consumers. Grounded in the theoretical framework of the parasocial interaction theory, this study examines how VHIs...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Taylor's University Lakeside Campus
2024
|
| Online Access: | http://psasir.upm.edu.my/id/eprint/114628/1/114628.pdf |