Although virtual influencers, that is, computer‐generated personas, have been a growing
trend in marketing, we still know very little about their impact on consumers' attitudes and …

Virtual influencers (VIs) are an increasingly popular form of endorsers used in marketing
campaigns. With their human influencer counterparts sometimes involved in scandals and …

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

In the recent wave of artificial intelligence-based innovations, Virtual influencers (VIs) are
one of the newest and most promising innovations. Despite their indisputable potential, still …

The development of artificial intelligence technology has led to the creation of virtual
influencers that have been embraced by marketing professionals. Starting with advertising …

With the development of technology and the low cost of creation, virtual influencers have
become increasingly common and interact deeply with consumers in 'human ways', such as …

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 …

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 …

As the use of AI-powered virtual influencers flourishes in the marketing world, it is unclear
how effective these influencers are as advocates for social causes. Through four pre …

Heeding the rising popularity of virtual influencers on social media, many established
brands are beginning to collaborate with them. Although virtual influencers are perceived as …