Work

Human-like Virtual Influencers and Consumer Purchase Behaviour: An Empirical SEM-based Investigation of Engagement and Emotional Mechanisms

Year: 2026

Type: article

Study design: Observational Study

Source: Global Business Review

DOI: 10.1177/09721509261428638

Authors: Anuradha Yadav, Satish Kumar

Institutions: KR Mangalam University, IILM University Gurugram

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W7139999601

FWCI: 12.4

Cites: 26

Cited by: 1

Related to: