Virtual Influencer Credibility and Purchase Intention: The Mediating Role of Consumer Skepticism in China

This study investigates how source credibility of virtual influencers affects purchase intention, with particular attention to the mediating role of consumer skepticism. An online survey was conducted among Chinese consumers who had prior exposure to virtual influencer content. Survey data collected...

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Detalhes bibliográficos

Principais autores:	Xueting Luo, Wan Mohd Hirwani Wan Hussain
Formato:	Artigo
Idioma:	Inglês
Publicado em:	Universidad de Guadalajara 2026-04-01
Colecção:	Mercados y Negocios
Assuntos:	virtual influencers source credibility consumer skepticism purchase intention digital marketing persuasion
Acesso em linha:	https://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/8091
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