...Xin Peng; Defeng Yang; Yu Sun; Junbao Wu Purpose Human digital twins (HDTs) are increasingly used in livestream e-commerce, yet their effects on consumer interaction remain unclear. Drawing on schema congruity theory, this research examines how streamer format (live human vs. HDTs) and streamer...

...Umut Kubat Dokumacı Purpose Despite growing interest in immersive marketing, little is known about how virtual brand experiences influence real-world consumer intentions. Specifically, research has yet to clarify how cognitive fit (schema congruity) and identity fit (self–brand congruity) interact...