Titlebook: Celebrity, Social Media Influencers and Brand Performance; Exploring New Dynami Saloomeh Tabari,Qing Shan Ding Book 2024 The Editor(s) (if

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https://doi.org/10.1007/978-4-431-68195-3and value and purchase intentions. This study collected online survey data from 312 Gen Z restaurant customers in the United States in the spring of 2023. The partial least squares structural equation modeling (PLS-SEM) was used to analyze the data and concluded that Gen Z customers’ perceived high

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Advances in Superconductivity VIave emerged on social media platforms as computer-generated imagery avatars with credible and authentic identities that resemble humans. They are equipped with artificial intelligence and rendered visually as an immersive, real-time constructed human being in a digital world. The virtual influencer

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Saloomeh Tabari,Qing Shan DingOffers a comprehensive understanding of how celebrity and influencer endorsements affect brand performances.Discusses the future of marketing and branding.Covers hot topics such as gen Z, travel desti

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