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Abstract Religious virtual influencers have emerged as a novel medium for digital religious communication, yet their influence on audience psychology and behavior remains underexplored. Based on the SOR-PAD framework, this study develops a stimulus–emotion–identity–behavior model to examine how the personality and technological characteristics of religious virtual influencers shape behavioral intention.
As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work.
