{"id":"https://openalex.org/W4410206383","doi":"https://doi.org/10.3390/jtaer20020095","title":"Configuration Path Analysis of the Virtual Influencer\u2019s Marketing Effectiveness","display_name":"Configuration Path Analysis of the Virtual Influencer\u2019s Marketing Effectiveness","publication_year":2025,"publication_date":"2025-05-08","ids":{"openalex":"https://openalex.org/W4410206383","doi":"https://doi.org/10.3390/jtaer20020095"},"language":"en","primary_location":{"id":"doi:10.3390/jtaer20020095","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer20020095","pdf_url":"https://www.mdpi.com/0718-1876/20/2/95/pdf?version=1746770427","source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},"type":"article","indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://www.mdpi.com/0718-1876/20/2/95/pdf?version=1746770427","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5111802923","display_name":"Tian Min","orcid":null},"institutions":[{"id":"https://openalex.org/I181326427","display_name":"Donghua University","ror":"https://ror.org/035psfh38","country_code":"CN","type":"education","lineage":["https://openalex.org/I181326427"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Min Tian","raw_affiliation_strings":["Glorious Sun School of Business and Management, Donghua University, Shanghai 200051, China"],"raw_orcid":"https://orcid.org/0009-0003-2266-9290","affiliations":[{"raw_affiliation_string":"Glorious Sun School of Business and Management, Donghua University, Shanghai 200051, China","institution_ids":["https://openalex.org/I181326427"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5020573060","display_name":"Haiqiang Hu","orcid":null},"institutions":[{"id":"https://openalex.org/I181326427","display_name":"Donghua University","ror":"https://ror.org/035psfh38","country_code":"CN","type":"education","lineage":["https://openalex.org/I181326427"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Haiqiang Hu","raw_affiliation_strings":["Glorious Sun School of Business and Management, Donghua University, Shanghai 200051, China"],"raw_orcid":"https://orcid.org/0009-0000-4775-9936","affiliations":[{"raw_affiliation_string":"Glorious Sun School of Business and Management, Donghua University, Shanghai 200051, China","institution_ids":["https://openalex.org/I181326427"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5055988461","display_name":"Meimei Chen","orcid":"https://orcid.org/0000-0002-7506-0089"},"institutions":[{"id":"https://openalex.org/I181326427","display_name":"Donghua University","ror":"https://ror.org/035psfh38","country_code":"CN","type":"education","lineage":["https://openalex.org/I181326427"]}],"countries":["CN"],"is_corresponding":true,"raw_author_name":"Meimei Chen","raw_affiliation_strings":["Glorious Sun School of Business and Management, Donghua University, Shanghai 200051, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Glorious Sun School of Business and Management, Donghua University, Shanghai 200051, China","institution_ids":["https://openalex.org/I181326427"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":3,"corresponding_author_ids":["https://openalex.org/A5055988461"],"corresponding_institution_ids":["https://openalex.org/I181326427"],"apc_list":{"value":1000,"currency":"CHF","value_usd":1082},"apc_paid":{"value":1000,"currency":"CHF","value_usd":1082},"fwci":9.9147,"has_fulltext":true,"cited_by_count":3,"citation_normalized_percentile":{"value":0.973519,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":98,"max":99},"biblio":{"volume":"20","issue":"2","first_page":"95","last_page":"95"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9387999773025513,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9387999773025513,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/path","display_name":"Path (computing)","score":0.5579172968864441},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.5300523638725281},{"id":"https://openalex.org/keywords/path-analysis","display_name":"Path analysis (statistics)","score":0.5211610794067383},{"id":"https://openalex.org/keywords/marketing","display_name":"Marketing","score":0.4696587324142456},{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.4642888307571411},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.4271208643913269},{"id":"https://openalex.org/keywords/influencer-marketing","display_name":"Influencer marketing","score":0.4262691140174866},{"id":"https://openalex.org/keywords/marketing-management","display_name":"Marketing management","score":0.269292414188385},{"id":"https://openalex.org/keywords/relationship-marketing","display_name":"Relationship marketing","score":0.12110036611557007},{"id":"https://openalex.org/keywords/operating-system","display_name":"Operating system","score":0.09950733184814453}],"concepts":[{"id":"https://openalex.org/C2777735758","wikidata":"https://www.wikidata.org/wiki/Q817765","display_name":"Path (computing)","level":2,"score":0.5579172968864441},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.5300523638725281},{"id":"https://openalex.org/C82793941","wikidata":"https://www.wikidata.org/wiki/Q1046024","display_name":"Path analysis (statistics)","level":2,"score":0.5211610794067383},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.4696587324142456},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.4642888307571411},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.4271208643913269},{"id":"https://openalex.org/C26011011","wikidata":"https://www.wikidata.org/wiki/Q6030243","display_name":"Influencer marketing","level":4,"score":0.4262691140174866},{"id":"https://openalex.org/C192975520","wikidata":"https://www.wikidata.org/wiki/Q1143466","display_name":"Marketing management","level":2,"score":0.269292414188385},{"id":"https://openalex.org/C54649085","wikidata":"https://www.wikidata.org/wiki/Q574424","display_name":"Relationship marketing","level":3,"score":0.12110036611557007},{"id":"https://openalex.org/C111919701","wikidata":"https://www.wikidata.org/wiki/Q9135","display_name":"Operating system","level":1,"score":0.09950733184814453},{"id":"https://openalex.org/C119857082","wikidata":"https://www.wikidata.org/wiki/Q2539","display_name":"Machine learning","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.3390/jtaer20020095","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer20020095","pdf_url":"https://www.mdpi.com/0718-1876/20/2/95/pdf?version=1746770427","source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},{"id":"pmh:oai:doaj.org/article:589523867bb542dbba9b0e555a430bd6","is_oa":true,"landing_page_url":"https://doaj.org/article/589523867bb542dbba9b0e555a430bd6","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research, Vol 20, Iss 2, p 95 (2025)","raw_type":"article"}],"best_oa_location":{"id":"doi:10.3390/jtaer20020095","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer20020095","pdf_url":"https://www.mdpi.com/0718-1876/20/2/95/pdf?version=1746770427","source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},"sustainable_development_goals":[],"awards":[],"funders":[{"id":"https://openalex.org/F4320323710","display_name":"Donghua University","ror":"https://ror.org/035psfh38"}],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4410206383.pdf","grobid_xml":"https://content.openalex.org/works/W4410206383.grobid-xml"},"referenced_works_count":66,"referenced_works":["https://openalex.org/W1490068665","https://openalex.org/W1975755876","https://openalex.org/W2004451085","https://openalex.org/W2084957023","https://openalex.org/W2093522163","https://openalex.org/W2115379661","https://openalex.org/W2140938420","https://openalex.org/W2159516798","https://openalex.org/W2284978922","https://openalex.org/W2290526371","https://openalex.org/W3006423353","https://openalex.org/W3080425549","https://openalex.org/W3154496996","https://openalex.org/W3192992631","https://openalex.org/W3196561513","https://openalex.org/W4205764945","https://openalex.org/W4205815522","https://openalex.org/W4294817145","https://openalex.org/W4320498242","https://openalex.org/W4320730623","https://openalex.org/W4377115674","https://openalex.org/W4382316532","https://openalex.org/W4384520756","https://openalex.org/W4386155039","https://openalex.org/W4386587925","https://openalex.org/W4386699310","https://openalex.org/W4387835537","https://openalex.org/W4388083554","https://openalex.org/W4391066250","https://openalex.org/W4391339901","https://openalex.org/W4391448466","https://openalex.org/W4391542687","https://openalex.org/W4391868113","https://openalex.org/W4392230385","https://openalex.org/W4392672233","https://openalex.org/W4392898051","https://openalex.org/W4393341943","https://openalex.org/W4394683650","https://openalex.org/W4395066729","https://openalex.org/W4395661176","https://openalex.org/W4396592227","https://openalex.org/W4396626666","https://openalex.org/W4396785703","https://openalex.org/W4399672405","https://openalex.org/W4400145511","https://openalex.org/W4400608287","https://openalex.org/W4401227167","https://openalex.org/W4401391124","https://openalex.org/W4401506338","https://openalex.org/W4401776854","https://openalex.org/W4401838885","https://openalex.org/W4401871540","https://openalex.org/W4401974618","https://openalex.org/W4401977384","https://openalex.org/W4401994473","https://openalex.org/W4402046480","https://openalex.org/W4402278003","https://openalex.org/W4402512530","https://openalex.org/W4402688674","https://openalex.org/W4402950249","https://openalex.org/W6696766474","https://openalex.org/W6850098884","https://openalex.org/W6861130922","https://openalex.org/W6870278868","https://openalex.org/W6871842980","https://openalex.org/W6873271114"],"related_works":["https://openalex.org/W4297998858","https://openalex.org/W3032906336","https://openalex.org/W4387516697","https://openalex.org/W2997316009","https://openalex.org/W4285206610","https://openalex.org/W2888161589","https://openalex.org/W4298012679","https://openalex.org/W4285058228","https://openalex.org/W4246539208","https://openalex.org/W4361272692"],"abstract_inverted_index":{"As":[0],"an":[1],"emerging":[2],"marketing":[3],"tool,":[4],"virtual":[5,169],"influencers":[6],"(VIs)":[7],"have":[8],"attracted":[9],"increasing":[10],"scholarly":[11],"attention.":[12],"However,":[13],"existing":[14],"research":[15],"predominantly":[16],"adopts":[17],"linear":[18,138],"causal":[19,142],"analysis":[20,46],"models,":[21],"which":[22],"fail":[23],"to":[24,107],"capture":[25],"the":[26,36,71,90,99,119,154,160,166,174],"complex,":[27],"nonlinear":[28],"interaction":[29],"between":[30],"consumers":[31],"and":[32,40,76,98,117,126,144,159],"VIs.":[33],"Grounded":[34],"in":[35,130],"5W":[37],"communication":[38,149],"model":[39,178],"utilizing":[41],"a":[42,79,112,181],"fuzzy-set":[43],"qualitative":[44],"comparative":[45],"(fsQCA),":[47],"this":[48,134],"study":[49,135],"systematically":[50],"explores":[51],"how":[52],"different":[53],"configurational":[54,146],"paths":[55],"influence":[56],"consumer":[57],"engagement,":[58,109],"drawing":[59],"on":[60],"empirical":[61],"data":[62],"from":[63],"205":[64],"participants.":[65],"The":[66],"findings":[67],"reveal":[68],"that":[69],"(1)":[70],"synergy":[72],"of":[73,115,122,168],"entertainment,":[74],"information,":[75],"credibility":[77],"is":[78],"core":[80],"prerequisite":[81],"for":[82,184],"achieving":[83],"high":[84,108],"engagement;":[85],"(2)":[86],"two":[87],"equivalent":[88],"paths\u2014namely,":[89],"technology-driven":[91],"path":[92,101],"(media":[93],"richness":[94],"+":[95,104],"content":[96,105],"synergy)":[97],"cognition-driven":[100],"(technology":[102],"acceptance":[103],"synergy)\u2014lead":[106],"both":[110],"with":[111],"solution":[113],"consistency":[114],"0.98;":[116],"(3)":[118],"joint":[120],"absence":[121],"content,":[123],"media":[124],"richness,":[125],"audience":[127],"cognition":[128],"results":[129],"low":[131],"engagement.":[132],"Theoretically,":[133],"challenges":[136],"traditional":[137],"approaches":[139],"by":[140],"validating":[141],"asymmetry":[143],"revealing":[145],"interdependencies":[147],"among":[148],"elements.":[150],"It":[151],"also":[152],"extends":[153],"Media":[155],"Richness":[156],"Theory":[157],"(MRT)":[158],"Technology":[161],"Acceptance":[162],"Model":[163],"(TAM)":[164],"into":[165],"context":[167],"influencer":[170],"(VI)":[171],"marketing.":[172],"Practically,":[173],"proposed":[175],"dynamic":[176],"configuration":[177],"offers":[179],"marketers":[180],"novel":[182],"framework":[183],"optimizing":[185],"VI":[186],"campaigns":[187],"through":[188],"resource-adaptive":[189],"strategies.":[190]},"counts_by_year":[{"year":2026,"cited_by_count":3}],"updated_date":"2026-05-21T06:26:12.895304","created_date":"2025-10-10T00:00:00"}
