Impact of virtual influencers on customer engagement of Generation Z consumers: a presence perspective

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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...

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Bibliographic Details
Main Authors:	Lin, Qiaoling, Ng, Siew Imm, Kamal Basha, Norazlyn, Luo, Xi, Li, Yingxia
Format:	Article
Language:	English
Published:	Emerald Publishing 2024
Online Access:	http://psasir.upm.edu.my/id/eprint/115419/ http://psasir.upm.edu.my/id/eprint/115419/1/115419.pdf

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