British Journal of Management recognises virtual influencers study as top cited article
A research article titled Virtual Influencers in Consumer Behaviour: A Social Influence Theory Perspective, co authored by members of ebusiness@newcastle team, has been recognised by Wiley as one of the Top Cited Articles of 2025 in the British Journal of Management.
The study examines how computer generated virtual influencers shape consumer attitudes and behavioural responses, drawing on Social Influence Theory to analyse the combinations of credibility, empathy, competence, interactivity, and relatedness that make such digital personas persuasive. Based on extensive survey evidence, the paper offers one of the most detailed accounts to date of how virtual influencers can stimulate purchase intention and behavioural adoption.
The recognition highlights the growing scholarly and practical relevance of this work within digital marketing, consumer behaviour, and emerging technology research.