{"title":"挖掘虚拟影响者对品牌信任和购买意向的说服力：来源可信度的平行中介作用","authors":"Papaporn Chaihanchanchai, Saravudh Anantachart, Nalinnipa Ruangthanakorn","doi":"10.1080/13527266.2023.2301390","DOIUrl":null,"url":null,"abstract":"Virtual influencers, asa new type of product endorser, are becoming more visible to the public. However, their persuasiveness remains unclear. This study primarily aimed to analyze the influence of...","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":"256 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-01-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Unlocking the persuasive power of virtual influencer on brand trust and purchase intention: a parallel mediation of source credibility\",\"authors\":\"Papaporn Chaihanchanchai, Saravudh Anantachart, Nalinnipa Ruangthanakorn\",\"doi\":\"10.1080/13527266.2023.2301390\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Virtual influencers, asa new type of product endorser, are becoming more visible to the public. However, their persuasiveness remains unclear. This study primarily aimed to analyze the influence of...\",\"PeriodicalId\":35919,\"journal\":{\"name\":\"Journal of Marketing Communications\",\"volume\":\"256 1\",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2024-01-09\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Marketing Communications\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/13527266.2023.2301390\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"Business, Management and Accounting\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Marketing Communications","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/13527266.2023.2301390","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
Unlocking the persuasive power of virtual influencer on brand trust and purchase intention: a parallel mediation of source credibility
Virtual influencers, asa new type of product endorser, are becoming more visible to the public. However, their persuasiveness remains unclear. This study primarily aimed to analyze the influence of...
期刊介绍：
The Journal of Marketing Communications is a double-blind peer-reviewed journal devoted to publishing research papers and information concerning all aspects of marketing and corporate communication, branding both corporate and product-related, and promotion management. It is a channel for discussing issues such customer relationship management, integrated marketing communication, together with behavioural foundations of marketing communications and promotion management. The Journal will also consider papers in internal marketing and in the corporate communications domain.
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