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Keywords: Virtual influencer
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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
...Durgesh Agnihotri; Pallavi Chaturvedi; Vikas Tripathi Purpose This research makes an effort to empirically investigate the role of source credibility theory (SCT) in the prevailing modern influencer marketing context by establishing an association between virtual influencers ((VIs) non-human...
