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Virtual influencer effects in China's Gen Z market: How core characteristics and dual moderation shape purchase

Ying Wang1, Hon Tat Huam2, Abu Bakar Abdul Hamid3

  • 1Putra Business School, Seri Kembangan 43400, Malaysia.

Acta Psychologica
|August 28, 2025
PubMed

Keywords:
Attachment theoryBrand endorsementConsumer behaviorGeneration ZPurchase intentionSignaling theorySocial media marketingVirtual endorserVirtual influencers

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