Keywords: Forgiveness propensity
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Journal Articles

“Human-like or cartoon-like?” The impact of virtual influencer style on consumer forgiveness propensity following service failures

Yizhi Liu, Ying Luo, Yu Liu, Meixing Li
Journal: Internet Research
Internet Research 1–21.
https://doi.org/10.1108/INTR-12-2025-2029
Published: 23 July 2026
... topic within the virtual influencer literature. Design/methodology/approach Using virtual influencer service failures as the research scenario, three experiments were conducted to examine consumers’ forgiveness propensity following service failures involving different types of virtual influencers...
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Includes: Supplementary data
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