When are Virtual Influencers Effective Brand Endorsers? Exploring Their Role in Promoting Hedonic vs. Utilitarian Products

November 13, 2024November 13, 2024 Discipline: Marketing

The title of my research:

When are Virtual Influencers Effective Brand Endorsers? Exploring Their Role in Promoting
Hedonic vs. Utilitarian Products
Keywords: Virtual Influencers, Social Media Marketing, Effectiveness, Type of Product
2.

II. Research Questions:
1. Which product type (utilitarian vs. hedonic) do virtual influencers promote most
effectively?
2. How do parasocial relationships moderate the effectiveness of virtual influencers when
promoting hedonic and utilitarian products?

References of Paper: 
https://www.sciencedirect.com/science/article/pii/S074756322300122X
https://www.sciencedirect.com/science/article/pii/S2949882124000197

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