A Meta-Analysis of Mechanisms and Moderators in Digital Commerce (Virtual influencers)

Figshare 2026 Open access

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Authors: Phong Nguyen Ba
DOI: 10.6084/m9.figshare.31316404
Cited by: 0

Abstract

This meta-analysis study collected 186 effect sizes from 76 studies (N=64,545) to examine the mechanisms and conditions of purchase intention in VI marketing.

Fields of Study & Subjects

Digital Marketing and Social Media Consumer Behavior and Marketing Influence AI in Service Interactions

Publication details

Journal / source
Figshare
Publication date
1 January 2026
Language
EN