Impact of virtual influencers on customer engagement of Generation Z consumers: a presence perspective
Purpose: Based on the computers as social actors (CASA) theory, this study aims to explore the impact of three characteristics of virtual influencers (conversational tone, autonomy and responsiveness) on social presence, telepresence and customer engagement. Design/methodology/approach: Using the pu...
| Main Authors: | , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/115419/ http://psasir.upm.edu.my/id/eprint/115419/1/115419.pdf |