Author

Nazlida Muhamad

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Review Aug 2026

Cool, credible, and gratifying: examining consumers attitudes, intentions, and engagement with virtual influencers

The results demonstrate that hedonic gratification, perceived coolness (CO), and perceived credibility (PC) significantly enhance attitudes towards VI (ATT) and intention to follow VI (IF), while perceived usefulness (PU) directly enhances CE, and no influence was found on ATT.

Muhammad Abdus Salam, Vai Shiem Leong, Nazlida Muhamad · Current Psychology · 0 citations