A new era of rivalry for human influencers: Leveraging opportunities of virtual influencers for digital marketing strategies

Purpose: Based on the uses and gratifications theory, this study aims to demonstrate the systematic influence of social media browsing, openness to change, and parasocial relationships with virtual influencers on consumers' purchase intentions, while considering potential moderating factors. Design/...

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Principais autores:	Yangyang Fu, Lyu Jiawen, Rui Chen, Abaid Ullah Zafar, Islam Elgammal
Formato:	Artigo
Idioma:	Inglês
Publicado em:	Elsevier 2026-03-01
coleção:	Acta Psychologica
Assuntos:	Virtual influencers Social media browsing Parasocial relationship Openness to change Uses and gratification theory
Acesso em linha:	http://www.sciencedirect.com/science/article/pii/S0001691825015100
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