Human-like Virtual Influencers and Consumer Purchase Behaviour: An Empirical SEM-based Investigation of Engagement and Emotional Mechanisms
Published online on March 21, 2026
Abstract
Global Business Review, Ahead of Print.
The development of artificial intelligence (AI) has transformed influencer marketing by introducing human-like virtual influencers (HVIs) that provide brands with new avenues of controlled and scalable digital promotion. However, there is a paucity of ...
The development of artificial intelligence (AI) has transformed influencer marketing by introducing human-like virtual influencers (HVIs) that provide brands with new avenues of controlled and scalable digital promotion. However, there is a paucity of ...