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Sponsored AI AM CLAUDE, A Beginner's Guide: Learn the basics of working with AI AI AM CLAUDE, A Beginner's Guide: Learn the basics of working with AI

Author

Neeti Manpota

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Review Oct 2026

Understanding virtual influencers' persuasion and its impact on consumer purchase stages: a mixed-method approach

This study investigates whether virtual influencers (VIs) can act as opinion leaders in social media endorsements, shaping consumer decision-making. The antecedents and outcomes of VI persuasiveness are conceptualized and examined. Drawing on the source credibility theory (SCT) and the Engel–Kollat–Blackwell...

Neeti Manpota, S. Sahney · 0 citations

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