Abstract Generation Z (Gen Z), also known as digital natives, constitutes one‐third of the
world'population. Despite notable contributions and progress explaining Gen Z's behavior …

Virtual influencers (VI) are fictional entities operated by third parties (freelance creators,
digital agencies, or brands). Despite their increasing popularity, the way people approach …

Drawing on the theory of sociology of trust and risk, this study proposes and empirically tests
a conceptual model of tourists' new destination visit intentions. The model links tourists' …

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

Purpose Advances in technology and the popularity of social media influencers have
sparked a rise of “virtual influencers (VIs).” This study examines consumer attitudes toward …

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

Influencer marketing aims to promote brands and influence consumer decisions, and recent
technological advances have created options for non-human, virtual influencers. Such …

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 …

Digital endorsers, blending AI technology and endorsers attributes, are increasingly
replacing traditional human endorsers in marketing. Unlike the trend where users show less …

Although virtual influencer marketing is emerging in tourism, few studies have demonstrated
the influence of using virtual influencers on brand personality and how to enhance their …