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Be my friend! Understanding how virtual influencers affect consumers' planned and unplanned purchases

Year: 2026

Type: article

Study design: Observational Study

Source: Asia-Pacific Journal of Business Administration

DOI: 10.1108/apjba-10-2025-0801

Authors: Mei Kei Leong, Kian Yeik Koay, YanKe Song, Kim Mee Chong

Institutions: Taylor's University, Sunway University

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: W7161569648

FWCI: 12.4

Cites: 93

Cited by: 1

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