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    Impact of Customer Perceptions of Virtual Influencers on Value Co-Creation in Streaming Platforms

    Impact of Customer Perceptions of Virtual Influencers on Value Co-Creation in Streaming Platforms by Jing-Wen Huang, Shan-Lin Yang, Shao-Lan Chang

    Published 2025-02-01

    The continuous advancement and application of generative artificial intelligence (AI) allows for virtual influencers to be active. Therefore, how virtual influencers respond to customer needs and create value has attracted the interest of streaming platforms. Using the stimulus–organism–response mod...

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