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Ba Phong Nguyen on Muck Rack

Ba Phong Nguyen

As seen in: Dialnet - Universidad de La Rioja
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Articles

How and When Do Virtual Influencers Work: A Meta-Analysis of Mechanisms and Moderators in Digital Commerce

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By Phong T. Nguyen, Ba Phong Nguyen, Weishen Wu
| Dialnet - Universidad de La Rioja
In recent years, virtual influencers (VIs) have been increasingly used in digital commerce. Despite the rise in VI research, past studies have yet to comprehensively examine the effectiveness of VIs, often focusing only on isolated partial models rather than an integrated framework and boundary conditions that drive consumer responses.
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