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Keywords: Metaverse live streaming
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning 1–17.
Published: 01 January 2026
...Zhiying Hou; Garry Wei Han Tan; Eugene Cheng-Xi Aw; Yet Mee Lim; Keng-Boon Ooi; Ian Phau Purpose This research aims to investigate the role of virtual influencers in fostering consumer engagement with luxury brands via metaverse live-streaming. Design/methodology/approach A quantitative...
