Building WOM from Consumer Involvement for Virtual Idols Endorsement
Yuanlong Li, Tsaifa (TF) Yen, Linshan Han
Asian Journal of Economics, Business and Accounting · pp. 57–71 · Published 1 Feb 2023
10.9734/ajeba/2023/v23i5935Abstract
In the era of the meta-universe, virtual idol endorsement is a rising issue in recent years. Some moral and illegal problems can be avoided through virtual idol endorsement. Virtual idol endorsement, can be said to be one of the feasible solutions of brand spokesperson, which is conducive to the development of marketing strategy and sustainable development of enterprises. Fewer studies, however, have been made on clarifying the effect of consumer involvement on words of mouth. The purpose of this study is to sort out the variable relationship in virtual idol endorsement. Data was collected by questionnaire survey and a total of 425 valid samples were received. Findings reveal that consumer involvement has a significant and positive impacts on brand image, brand awareness and words of mouth, which are the three powerful antecedents. Moreover, both brand image and brand awareness are the mediators in the virtual idol endorsement context. Such the product design of an enterprise should think from the consumer orientation was drawn to enterprises.
Cited by 2
Hui Xu, Yang Wu · Technological Forecasting and Social Change · 2024
Showing 1 of 2 known citations — external sources report more than can currently be individually listed.
Related research
- Knowledge, Attitude and Male Involvement in Family Planning as Predictors to Contraceptive use in Kalabari Communities in Rivers State, Nigeria — shares topic coverage
- Measurement of Social Capital in Water Users Association through Analytical Hierarchy Process — shares topic coverage
- Youth Participation and Challenges in Rural Agribusiness: A Study of Agripreneurs in Haryana, India — shares topic coverage
- Involvement of Farm Households in Bush Buck (Gongronema latifolium) Production in Anambra State, Nigeria — shares topic coverage
- Performance of the Comprehensive Agricultural Support Programme (CASP), and Its Infrastructure Development Project at Dolidoli Village, Musekwa Valley, Limpopo Province: Solutions through Social Capital Adoption — shares topic coverage
Article metrics
Real usage data collected on this platform.
0
Page views
0
PDF downloads
0
Outbound clicks
2
Citations
Views by country
Approximate, from request IP at view time — not citizenship or institution. Countries with fewer than 5 views are grouped as "Other".
No views recorded yet.
Traffic sources
Referring site, by host.
No traffic recorded yet.
Views and downloads exclude known bots/crawlers. Citations combines this platform's own DOI-resolved index with each external source's own reported total — see Cited by above for individually listed citing works. Last refreshed 0 seconds ago.