Virtual idol marketing: Benefits, risks, and an integrated framework of the emerging marketing field - PMC

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Heliyon . 2023 Nov 11;9(11):e22164. doi: 10.1016/j.heliyon.2023.e22164 Virtual idol marketing: Benefits, risks, and an integrated framework of the emerging marketing field Yunzhu Yu Yunzhu Yu a Economic and Management School, Jiaying University, Meizhou City, Guangdong Province, 514015, China Find articles by Yunzhu Yu a, ∗ , Simon CM Kwong Simon CM Kwong b City Graduate School, City University Malaysia , Petaling Jaya, Malaysia Find articles by Simon CM Kwong b , Achaya Bannasilp Achaya Bannasilp a Economic and Management School, Jiaying University, Meizhou City, Guangdong Province, 514015, C

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