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Keywords: Virtual influencers
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Journal Articles
Journal:
Journal of Modelling in Management
Journal of Modelling in Management (2026) 21 (1): 392–418.
Published: 29 July 2025
...Puneett Bhatnagr Purpose This study aims to analyse user sentiments towards virtual influencers on Instagram and identify key positive and negative themes to enhance the understanding of consumer perceptions of digital media strategies. Design/methodology/approach Using sentiment analysis...
