Modelling the Impacts of Brand Image on WOM for Virtual Idols

Virtual idols can replace real people in advertising endorsement without any moral problems, which is one of the feasible spokespersons. The purpose this study to explore current status brand image, awareness and word-of-mouth perceived by consumers virtual idols, their correlation, mediating effect moderating involvement. In study, a questionnaire survey was used collect data, 425 valid samples were obtained through online survey. results show that relationship between presents significant positive correlation; image has impacts on awareness; word-of-mouth. addition, image-word-of-mouth effects involvement among those variables have been confirmed. Finally, suggests enterprises should be committed improving so perceive characteristics highlights idols. Moreover, future studies try compare different idols’ endorsement, differences