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Keywords: Virtual-to-real behavioral spillover
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing 1–16.
Published: 28 August 2026
... . Findings Among the metaverse users, the parasocial relationships with AI-controlled NPCs formed through NPCs’ emotional and cognitive intelligence lead to metaverse social connectedness, which in turn results in luxury NFT brand preferences and a virtual-to-real behavioral spillover. Furthermore, Gen Z...
