Virtual Vogue: How Virtual Fashion Influencers Cultivate Parasocial Bonds, Consumer Trust, Engagement, and Purchase Intention

Description

This dataset, contained within the file Virtual Influencer dataset.xlsx, provides the primary survey responses used to investigate the psychological mechanisms behind consumer interactions with virtual fashion influencers (VFIs). The associated research explores how perceived VFI characteristics—specifically anthropomorphism, authenticity, credibility, and empathy—shape para-social interaction (PSI), consumer trust, engagement, and purchase intention.

Institutions

• Birla Institute of Technology, Mesra

  Jharkhand, Ranchi

Categories

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