Yan Xu, Huam Hon Tat and Abu Bakar Sade 2026. ARE YOU GOING TO BUY PRODUCTS ENDORSED BY VIRTUAL INFLUENCERS? THE PERSUASIVENESS OF VIRTUAL INFLUENCERS ON PURCHASE INTENTION. International Journal of Business and Society. 27, 1 (Apr. 2026), 147–163. DOI:https://doi.org/10.33736/ijbs.12818.2026.