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

Description

The online survey was presented to participants aged 15 years and above, with a sample of 170 respondents. Before the start of the survey, participants reviewed an informed consent form which described “the study’s objectives, the expected duration, the voluntary nature of participation, and the assurances of confidentiality and anonymity”. The form specifically states that no personal identifiers will be obtained, and participants retain the “right to withdraw at any point without penalty”. Participants are granted access to the questionnaire only if they provide consent by selecting the “I agree” option.

Institutions

• Birla Institute of Technology, Mesra

  Jharkhand, Ranchi

Categories

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