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Keywords: Virtual engagement
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Journal Articles
“Virtual bonds and actual transactions”: investigating the impact of virtual influencers' credibility on buying behavior through virtual engagement
Available to Purchase
Journal:
Journal of Communication Management
Journal of Communication Management (2025) 29 (1): 35–52.
Published: 30 July 2024
...) and the buying behavior of their followers. It further provides insights into the mediating role of virtual engagement on the affiliation between VIs’ credibility and the buying behavior of followers. Design/methodology/approach The study used structural equation modeling (CB-SEM) to assess data from...
