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Keywords: Social role
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Journal Articles
Asia Pacific Journal of Marketing and Logistics 1–19.
Published: 03 September 2026
...Yu-Hsin Chen; Yu-Lun Liu; Dung Minh Nguyen Purpose As virtual influencers (VIs) become increasingly prominent in digital marketing, understanding how their perceived roles shape consumer responses is critical. This research investigates how a VI's social role (mentor vs. friend) influences brand...
Includes: Supplementary data
