自建IP还是合作IP：虚拟影响者代言人选择策略对消费者融入的影响
项典典, 尹雨乐, 葛梦琦, 王子涵
The impact of brand-developing versus collaborative virtual influencer endorsement selection strategies on consumer engagement
XIANG Diandian, YIN Yule, GE Mengqi, WANG Zihan
心理科学进展
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2025, (6): 965
-983
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DOI: 10.3724/SP.J.1042.2025.0965
