Showing usage behavior or not? The effect of virtual influencers’ product usage behavior on consumers

Yang, Defeng; Zhang, Jiaen; Sun, Yu; Huang, Zan

doi:10.1016/j.jretconser.2024.103859

Journal of Retailing and Consumer Services

2024

DOI: 10.1016/j.jretconser.2024.103859

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Showing usage behavior or not? The effect of virtual influencers’ product usage behavior on consumers

Defeng Yang,

Jiaen Zhang,

Yu Sun

et al.

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Showing usage behavior or not? The effect of virtual influencers’ product usage behavior on consumers

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References 76 publications

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