Work

Understanding virtual influencers' persuasion and its impact on consumer purchase stages: a mixed-method approach

Year: 2026

Type: article

Study design: Observational Study

Source: Asia Pacific Journal of Marketing and Logistics

DOI: 10.1108/apjml-01-2026-0002

Authors: Neeti Manpota, Sangeeta Sahney

Institution: Indian Institute of Technology Kharagpur

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: W7222726141

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Cites: 72

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