虚拟偶像代言的研究述评与展望

来源 :华人学者营销协会,对外经济贸易大学 | 被引量 : 0次 | 上传用户：longlivewebdynpro

【摘要】

：

虚拟偶像作为代言人渐渐走入了大众的视野.本文对国内外有关虚拟偶像广告代言的文献进行梳理.从虚拟偶像作为一个新的代言方式,为人们带来耳目一新的感觉,而学界对其的研究也还正处于初步探索阶段,本文从虚拟偶像的概念、类型、虚拟偶像代言效果及其影响因素等方面对现有研究成果进行了梳理,并在此基础上对该领域的未来研究方向进行了展望.

【作者】

：

冯源姜凌

【机构】

：

澳门科技大学(商学院)

【出处】

：

华人学者营销协会,对外经济贸易大学

【发表日期】

：

2017年6期

【关键词】

：

虚拟偶像广告代言市场营销消费者认知

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