Data for: What Makes Virtual Influencers Persuasive? A Structural Analysis of Endorsement Effectiveness

Mendeley Data 2026 Dataset Open access

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Authors: Jasper Aniket, Neeraj Kaushik
DOI: 10.17632/p9m7t7v58v
Cited by: 0

Abstract

This dataset supports the research findings presented in the manuscript titled "What Makes Virtual Influencers Persuasive? A Structural Analysis of Endorsement Effectiveness." It contains the empirical data collected via expert surveys and the subsequent computational matrices used for the Multi-Criteria Decision-Making (MCDM) analysis.

Fields of Study & Subjects

Digital Marketing and Social Media Consumer Behavior and Marketing Influence Marketing and Advertising Strategies

Publication details

Journal / source
Mendeley Data
Publication date
19 January 2026
Document type
Dataset