From reality to virtuality: Unveiling Gen Z's purchasing behavior through virtual influencers in the metaverse
The primary aim of this study is to examine the factors influencing Generation Z's(GenZ) purchase intentions through their interactions with virtual influencers (VIs). Utilizing judgmental sampling, a sample of 352 individuals with prior experience as VIs was selected to address the research ob...
Saved in:
| Main Authors: | , , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2025-12-01
|
| Series: | Digital Business |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2666954425000365 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|