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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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor's University Lakeside Campus
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/114628/1/114628.pdf http://psasir.upm.edu.my/id/eprint/114628/ https://fslmjournals.taylors.edu.my/virtual-human-influencers-in-live-streaming-commerce-on-social-media-platforms-exploring-parasocial-interactions-with-consumers-in-china/ |
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