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Keywords: VTuber
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Journal Articles
Journal of Research in Interactive Marketing (2026) 20 (2): 232–249.
Published: 20 June 2025
... on the interactive marketing perspective. Design/methodology/approach The study was empirically validated using a survey of 372 valid respondents. The data were analyzed using partial least squares structural equation modeling. Findings Perceived virtual YouTuber (VTuber) interactivity and follower...
