Journal of theoretical and applied electronic commerce research, Journal Year: 2025, Volume and Issue: 20(2), P. 90 - 90
Published: May 1, 2025
Virtual influencers are emerging as a powerful tool in strategic communication, yet their effectiveness brand endorsers remains underexplored. This study aims to develop consumer-centric scale assess virtual influencers’ social media marketing campaigns. The research methodology follows systematic scale-development process. First, an integrated literature review was conducted establish conceptual model for evaluating influencers. Second, initial pool of evaluation items developed and validated by experts. Third, exploratory factor analysis (EFA) with 208 participants the reliability validity preliminary items. Finally, confirmatory (CFA) 209 performed finalize scale. resulting measurement comprises four key dimensions: communication skills, narrative strategies, visual appearance, human-like movement. By introducing structured method grounded anthropomorphism, this enhances assessment digital
Language: Английский