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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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Principais autores: Xueting Luo, Wan Mohd Hirwani Wan Hussain
Format: Artigo
Sprog:Inglês
Udgivet: Universidad de Guadalajara 2026-04-01
Serier:Mercados y Negocios
Fag:
virtual influencers
source credibility
consumer skepticism
purchase intention
digital marketing
persuasion
Online adgang:https://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/8091
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