Figure 1
At the top of the diagram, three ovals are positioned in a horizontal sequence: Anthropomorphic appearance, Cultural congruence, and Platform choice. Arrows “P 1 and P 2”, “P 2”, and “P 3”, respectively, from all three ovals lead to a central rectangle labeled “V I source credibility”. An arrow from “V I source credibility” leads to a rectangle labeled “Fan management” on the right. An arrow from “V I argument quality” leads to a rectangle labeled “Fan engagement” at the bottom. An arrow from “Virtual influencers” leads to a rectangle labeled “V I source credibility” and a rectangle labeled “V I argument quality. An oval labeled “Content type” is positioned below “V I argument quality”. An upward arrow labeled “P 5” from “Content type” leads to “V I argument quality”.Conceptual framework. Source(s): Author's own work