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Based on this, potential avenues for future research from different scientific perspectives, such as marketing, sociology, ethics and. This study aims to gain insights into the rise of virtual social media influencers and identify the significant theories governing virtual influencers’ (vis) interaction with followers on.

To bridge this gap, this study: Several research gaps can be identified. Within the academic literature stream of influencer marketing, studies around virtual influencers are gaining momentum concurrently with the emergence of virtua

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Evaluating the influence of virtual influencers’ form realism and behavioral realism on consumer ambivalence and marketing performance

Given this, two experiments were conducted to explore key marketing and communication factors (i.e., the disclosure of the virtual influencer's origin and the use of.

Through an extensive study of the literature, press articles, social platforms data, blogs, and interviews, we give a comprehensive reflection on virtual influencers. Virtual influencers are rapidly gaining significance in the digital marketing realm. One hundred and fifteen virtual fashion influencers who are active in the global fashion industry were selected as the research subjects and observed with a focus on their. This study offers an overview of the fragmented landscape of virtual influencer research,.

(a) explores individuals’ acceptance of influences induced by virtual influencers and (b) investigates how influence acceptance translates into behaviour. Based on hofstede's cultural dimensions theory, we developed two studies showing how collectivistic countries with low uncertainty avoidance are more inclined to exhibit positive.