Play or Attack?: Navigating Identity in the Virtual World A Conceptual Perspective on Virtual Influencers and Influencer Marketing

Play or Attack? Navigating Identity in the Virtual World A Conceptual Perspective on Virtual Influencers and Influencer Marketing

Research output: Chapter in Book/Conference proceeding › Chapter › peer-review

Original language	English
Title of host publication	The Impact of Celebrity and Influencer Endorsements on Brand Performance
Publisher	Springer Nature
Chapter	7
DOIs	https://doi.org/10.1007/978-3-031-63516-8
Publication status	Published - 2024

@inbook{80e03cfcbec9490e9b1a7f5c31ccdd60,

title = "Play or Attack?: Navigating Identity in the Virtual World A Conceptual Perspective on Virtual Influencers and Influencer Marketing",

author = "E.R Cui",

year = "2024",

doi = "10.1007/978-3-031-63516-8",

language = "English",

booktitle = "The Impact of Celebrity and Influencer Endorsements on Brand Performance",

publisher = "Springer Nature",

address = "United States",

}