The current research examines consumers' responses to sensory endorsements from virtual
influencers. The authors reveal that consumers perceive virtual and human influencers to …

Subtle bodily movements such as gracefulness (defined as smoothness, control and
elegance in movements) are readily legible by others and these movements might serve as …

Retailers are employing non-human endorsers as alternatives to traditional celebrities in
digital marketing. We seek to identify the aspects of human-like virtual influencer …

Social media influencers (SMIs) have a significant impact on consumer decisions, and
research in this area comprises a substantial portion of the literature. Despite marketing …

Based on the fast-growing sustainable consumption trend and the importance of social
media in consumer decision-making, increasingly companies are introducing green …

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

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 …

The surge in social media's popularity has catalyzed the emergence and growth of social
media influencers (SMIs) and their pivotal role in marketing strategy. This study examines …

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 streamers have become increasingly prevalent in livestreaming e-commerce
because of technological advancements in artificial intelligence. However, there are only a …