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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.
Authors: Peemanee, Jindarat1 (AUTHOR) jindarat.p@acc.msu.ac.th, Udomlarp, Thanithaporn1,2 (AUTHOR), Weber, Ploychompoo1 (AUTHOR), Weerarathna, Ranitha2 (AUTHOR)
Source: Journal of Theoretical & Applied Electronic Commerce Research. May2026, Vol. 21 Issue 5, p150. 27p.
Database: Business Source Ultimate
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DbLabel: Business Source Ultimate
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PubType: Academic Journal
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  Data: <searchLink fieldCode="JN" term="%22Journal+of+Theoretical+%26+Applied+Electronic+Commerce+Research%22">Journal of Theoretical & Applied Electronic Commerce Research</searchLink>. May2026, Vol. 21 Issue 5, p150. 27p.
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        Value: 10.3390/jtaer21050150
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      – Code: eng
        Text: English
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      – TitleFull: The Role of Virtual and Human Influencer Characteristics in Shaping Gen Z Purchases on TikTok: Hybrid SEM-ANN Approach.
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              Text: May2026
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              Y: 2026
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              Value: 21
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