Virtual influencers in various forms are capturing a growing share of ad spend from human
influencers. Followers respond to virtual influencers much as if they were human, with …

This study examines the critical role of telepresence in augmented reality (AR) retail,
focusing on the key attributes of interactivity and vividness, and their impact on online …

This study investigates the impact of homophily, influencer social presence, and influencer
physical attractiveness on affinity in the beauty and fashion industry through influencer …

This article examines public perceptions of virtual humans across various contexts, including
social media, business environments, and personal interactions. Using an experimental …

The use of virtual influencers has become a crucial component of brand marketing strategies
on social media platforms. This approach offers a novel form of marketing that enables deep …

Purpose AI-powered digital human avatar influencer (DHAI) is a digitally created character
with a human-like appearance and noteworthy social media presence. They mimic human …

With the wide application of virtual influencers (VIs), consumers are increasingly exposed to
VIs with different primed identities. However, research on how VIs influence purchase …

Purpose This study aims to understand the relationship among the anthropomorphic
features, perceived authenticity on customer engagement and electronic word of mouth …

With the rising trend toward sustainable consumption and the pivotal role of social media in
the buying behavior, brands are keen to promote sustainable products through these …

This study explores how social media influencers (SMIs), acting as digital entrepreneurs,
shape followers' parasocial relationships, flow, and attachment. It also examines how the …