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Keywords: Virtual influencer
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Journal Articles
Journal of Hospitality and Tourism Technology 1–19.
Published: 31 March 2026
...Chon In Ho; Henrique Fátima Boyol Ngan Purpose The rapid growth of artificial intelligence has raised an emerging trend of adopting virtual influencers (VIs) for hospitality promotions. This paper aims to investigate how VIs’ attributes affect consumers’ attitudes and purchase intention...
