[Taylor&Francis] Unlocking the persuasive power of virtual influencer on brand trust and purchase intention: a parallel mediation of source credibility

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journalㄩJournal of Marketing Communications

AuthorsㄩPapaporn Chaihanchanchai; Saravudh Anantachart; Nalinnipa Ruangthanakorn

Published dateㄩ2026-1-2

DOIㄩ10.1080/13527266.2023.2301390

PDF linkㄩhttps://www.tandfonline.com/doi/pdf/10.1080/13527266.2023.2301390

Article linkㄩhttps://doi.org/10.1080/13527266.2023.2301390

Article SourceㄩInforma UK Limited


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