Investigating the Effects of Virtual Personas on Brand Image
This chapter explores the transformative impact of virtual personas, particularly virtual influencers, on modern marketing strategies and brand image. It delves into the evolution of influencer marketing, showing how the industry has grown exponentially over the past decade. Virtual personas, includ...
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| Main Authors: | , |
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| Format: | Book Chapter |
| Language: | English |
| Published: |
IntechOpen
2023
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| Subjects: | |
| Online Access: | https://www.intechopen.com/chapters/88678 |
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