Virtual idol marketing: Benefits, risks, and an integrated framework of the emerging marketing field.
Heliyon
; 9(11): e22164, 2023 Nov.
Article
en En
| MEDLINE
| ID: mdl-38053914
The marketing practice involved with virtual idols became popular, leading to the emergence of virtual idol marketing. However, there is a lack of scientific understanding of this emerging marketing field. To promote a fundamental understanding of virtual idol marketing, this study clarifies the conceptual boundary of virtual idols and provides meaningful insights into the definitions, benefits, and risks of virtual idol marketing. On this basis, this study further proposes an integrated framework established on the existing theories and research to explain the potential working mechanism of virtual idol marketing. This study can increase the accumulation of knowledge in the emerging field of virtual idol marketing, provide inspiration and decision-making assistance for brands to build connections with young consumers, especially Generation Z, and provide an avenue for future research in the field of virtual idol marketing.
Texto completo:
1
Colección:
01-internacional
Base de datos:
MEDLINE
Idioma:
En
Revista:
Heliyon
Año:
2023
Tipo del documento:
Article
País de afiliación:
China
Pais de publicación:
Reino Unido