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Keywords: VI-fan engagement
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Journal Articles
Journal:
Internet Research
Internet Research (2025) 35 (7): 113–132.
Published: 16 October 2025
...Zheng Shen Purpose The rise of virtual influencers (VIs) has reshaped influencer culture, yet existing literature lacks a cross-cultural examination of how VIs foster engagement from media communication and fan perspectives. Notably, factors influencing VI-fan engagement remain underexamined...
