Virtual human influencers in live streaming commerce on social media platforms: exploring parasocial interactions with consumers in China

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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...

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Bibliographic Details
Main Authors:	Yao, Lu, Tugiman, Nursafwah, Salehhuddin Sharipudin, Mohamad-Noor
Format:	Article
Language:	English
Published:	Taylor's University Lakeside Campus 2024
Online Access:	http://psasir.upm.edu.my/id/eprint/114628/ http://psasir.upm.edu.my/id/eprint/114628/1/114628.pdf

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