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Keywords: Source credibility theory
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Journal Articles
Asia Pacific Journal of Marketing and Logistics 1–21.
Published: 28 October 2025
...Yu-Hsin Chen; Dung Minh Nguyen Purpose Grounded in cue consistency and source credibility theories, this study explores how perceived alignment between virtual influencers (VIs) and their endorsed products influences consumer reactions. Specifically, it investigates the impact of two types...
