Although more and more brands are partnering with virtual endorsers for marketing, little is
known about whether this approach benefits brands. Drawing on Entity-Referent …

This research examines consumers' attribution of responsibility to virtual influencers in
comparison with human influencers, as well as the mechanisms underlying this attribution …

Purpose This paper aims to the intricate relationship between digital influencers (DIs) and
their followers, aiming to develop a comprehensive framework that explains how influence …

We propose metaverse as a medium for customer brand active engagement and for
stimulating the purchase intentions towards a brand in real world. The participants recruited …

Purpose The purpose of this research is to identify the most important attributes of metaverse
influencers and examine their impact on customer engagement and social glue …

Purpose This study aims to examine how virtual influencers (VIs) affect purchase intentions
in tourism and hospitality e-commerce live streaming (THCLS) by focusing on the roles of …

While the popularity of virtual influencers in influencer marketing is on the rise, little is known
about the reasons behind their increasing popularity. Furthermore, there is also a dearth of …

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 …

Authenticity has been widely acknowledged as a pivotal determinant in the success of ethnic
restaurants. This study explores the influence of authentic dimensions and customer …

While growing is interest in the use of social media influencers in digital marketing
campaigns, little is known about virtual influencers and their impact on consumers and …