Session 02.04.04: HOW VIRTUAL INFLUENCERS SERVE AS A BRIDGE FOR EMOTIONAL CONNECTION BETWEEN CONSUMERS AND BRANDS: THE MEDIATING EFFECT OF PSYCHOLOGICAL DISTANCE AND SOCIAL CUES

Paper Title:

HOW VIRTUAL INFLUENCERS SERVE AS A BRIDGE FOR EMOTIONAL CONNECTION BETWEEN CONSUMERS AND BRANDS: THE MEDIATING EFFECT OF PSYCHOLOGICAL DISTANCE AND SOCIAL CUES

Author;

Huei-ting Tsai, National Cheng Kung University, Taiwan

Pin-yi Lee, National Cheng Kung University, Taiwan