The Role of Virtual and Human Influencer Characteristics in Shaping Gen Z Purchases on TikTok: Hybrid SEM-ANN Approach.
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| Title: | The Role of Virtual and Human Influencer Characteristics in Shaping Gen Z Purchases on TikTok: Hybrid SEM-ANN Approach. |
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| Authors: | Peemanee, Jindarat1, jindarat.p@acc.msu.ac.th, Udomlarp, Thanithaporn1,2, Weber, Ploychompoo1, Weerarathna, Ranitha2 |
| Source: | Journal of Theoretical & Applied Electronic Commerce Research; May2026, Vol. 21 Issue 5, p150, 27p |
| Database: | Applied Science & Technology Source |
| ISSN: | 07181876 |
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| DOI: | 10.3390/jtaer21050150 |
