Skip to main content

Research Repository

Advanced Search

Projects (4)

Are Virtual influencers effective in promoting prosocial causes? Exploring identity congruence between virtual influencers and consumers Aug 1, 2023 - Nov 1, 2024
Shared demographic characteristics between influencers and followers such as gender can lead to favourable outcomes (Leung et al., 2022). Indeed, research suggests women perceive themselves to be more similar to a female influencer and is shown to po... Read More about Are Virtual influencers effective in promoting prosocial causes? Exploring identity congruence between virtual influencers and consumers.

CGU_Conscientious Brands in China Jan 1, 2025 - Dec 31, 2026
A collaborative research scheme between CGU and ENU funded by CGU. The aim of the scheme is to build a research network beteen ENU and CGU researchers which will result in joint publications and future projects.