The role of virtual influencers in shaping fashion preferences among Malaysian generation alpha: perceptions, engagement and consumer trust

Virtual influencers have emerged as a powerful force in digital marketing, particularly within the fashion industry. Unlike traditional influencers, these AI-generated personalities engage with audiences through immersive content, shaping trends and consumer preferences. This study examines the role...

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Bibliographic Details

Main Authors:	Hassan, Normaziana, Jamaludin, Juaini, Shawalludin, Syahrini, Hasan, Asrol
Format:	Article
Language:	en
Published:	Universiti Teknologi MARA, Kedah 2025
Subjects:	HF Commerce Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Online Access:	https://ir.uitm.edu.my/id/eprint/120856/1/120856.pdf https://ir.uitm.edu.my/id/eprint/120856/ https://voa.uitm.edu.my/v1/
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