Exploring Customer-Object Assemblages in Digital Content Consumption:
This study examines the bidirectional and co-creative consumer experience between VTubers and their audiences based on Hoffman and Novak’s (2018) “Consumer–Object Assemblages” theory. VTubers represent a novel form of creators who perform online through digital avatars. Through both quantitative sur...
Saved in:
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | Japanese |
| Published: |
Japan Marketing Academy
2025-06-01
|
| Series: | Maketingu Janaru |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/45/3/45_2025.036/_html/-char/en |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|