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The study investigates how virtual influencers (VIs) impact consumer purchase intentions through attributes like credibility, informativeness, human-likeness, attractiveness, and entertainment value. Data from 523 social media users revealed that perceived credibility significantly enhances consumer engagement, which in turn influences purchase intentions, while attractiveness and entertainment value do not directly affect purchase decisions. This research contributes to the understanding of AI-driven influ

Author

nguyenthanh2006lk

Language

EN