From human to virtual: Unmasking consumer switching intentions to virtual influencers by an integrated fsQCA and NCA method
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Elsevier BV
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1. Understanding the switching intention to virtual streamers in live streaming commerce: innovation resistances, shopping motivations and personalities;Journal of Research in Interactive Marketing;2024-07-15
2. The potency of audiovisual attractiveness and influencer marketing: The road to customer behavioral engagement;Journal of Retailing and Consumer Services;2024-07
3. Social media influencer over-endorsement: Implications from a moderated-mediation analysis;Journal of Retailing and Consumer Services;2024-07
4. Virtual Influencers in Consumer Behaviour: A Social Influence Theory Perspective;British Journal of Management;2024-05-30
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