Investigating the marketing effectiveness of virtual influencers
Guided by the Uses and Gratification approach along with the Uncanny Valley Theory, this study sought to understand the phenomenon of virtual influencers. Based on an in-depth interview with 26 participants who are following virtual influencers, this study identified user motivations – including inf...
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| Main Authors: | , , , |
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| Other Authors: | |
| Format: | Final Year Project |
| Language: | English |
| Published: |
Nanyang Technological University
2021
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/147146 |
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| Institution: | Nanyang Technological University |
| Language: | English |