Mehta, BhaktiPathak-Shelat, Manisha2024-12-202024-12-202024Mehta, B., Manisha-Pathak, S., & Bansal, A. (2024). Virtual influencers: A design study using anthropomorphism and self-congruence perspectives. Journal of Strategic Marketing, https://doi.org/10.1080/0965254X.2024.2443784https://ir.mica.ac.in//handle/123456789/9216enArticle