Zihang E
Biographic Data
| ID | 9506987 |
|---|---|
| NAME | Zihang E |
| GIVEN NAMES | E |
| FAMILY NAME | Zihang |
| SIGNATURE | E Z |
| AFFILIATIONS | Northwestern University |
| ORCID | 0009-0004-7816-3261 |
| VERIFIED | Yes |
| TOTAL WORKS | 2 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 2 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2025 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 0 |
Effects of Immersive Experience in the Branded Metaverse
With the growing number of brands entering the metaverse, the influence of consumer interactions on brand-related attitudes and behaviors remains understudied. To address this gap, we conducted an experiment involving participants who used the Meta Quest 2 headset to interact with objects or products in a branded metaverse. Our findings revealed that presence positively impacted brand attitudes and enjoyment, whereas cybersickness had a negative …
Sponsorship Disclosure in Virtual Influencer Marketing
This study evaluates how sponsorship disclosure affects users’ parasocial interaction with virtual influencers (VIs). Sentiment analysis of 48,147 comments (sponsored = 20,411, non-sponsored = 27,736) indicated that users expressed more positive sentiment toward the VI’s sponsorship disclosure. Topic modeling revealed that, regardless of sponsorship disclosure, users were confused about the VI’s identity and expressed mixed emotions. Users also b…
No prominent works on this page.
Sponsorship Disclosure in Virtual Influencer Marketing
This study evaluates how sponsorship disclosure affects users’ parasocial interaction with virtual influencers (VIs). Sentiment analysis of 48,147 comments (sponsored = 20,411, non-sponsored = 27,736) indicated that users expressed more positive sentiment toward the VI’s sponsorship disclosure. Topic modeling revealed that, regardless of sponsorship disclosure, users were confused about the VI’s identity and expressed mixed emotions. Users also b…
Effects of Immersive Experience in the Branded Metaverse
With the growing number of brands entering the metaverse, the influence of consumer interactions on brand-related attitudes and behaviors remains understudied. To address this gap, we conducted an experiment involving participants who used the Meta Quest 2 headset to interact with objects or products in a branded metaverse. Our findings revealed that presence positively impacted brand attitudes and enjoyment, whereas cybersickness had a negative …
Advertising (1 work) · Affordance (1 work) · Business (1 work) · Consumer Behavior in Brand Consumption and Identification (1 work) · Consumer behaviour (1 work) · Digital Marketing and Social Media (1 work) · Diverse Topics in Contemporary Research (1 work) · Education and Learning Interventions (1 work) · Influencer marketing (1 work) · Marketing (1 work)