Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Aniket, Jasper; Kaushik, Neeraj; Sivathanu, Brijesh Title A name given to the resource The secret sauce: factors influencing the effectiveness of virtual influencer endorsements Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2026 Source A related resource from which the described resource is derived International Journal of Advertising;Volume;45;Issue;1;pp.114-138 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1080/02650487.2025.2592464" target="_blank" rel="noreferrer noopener">https://doi.org/10.1080/02650487.2025.2592464</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105023386048?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105023386048?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Aniket J., Department of Business Administration, National Institute of Technology, Haryana, Kurukshetra, India; Kaushik N., Department of Business Administration, National Institute of Technology, Haryana, Kurukshetra, India; Sivathanu B., School of Business and Management, Christ University, Karnataka, Bangalore, India Description An account of the resource Riding on the waves of growing popularity, virtual influencers (VIs) are reshaping the influencer marketing landscape. The proliferation of generative AI has further accelerated their commercial adoption, with global brands such as Chanel, Prada, and Balenciaga entering into endorsement deals with these artificial entities. Nevertheless, the extant literature remains fragmented and inconclusive in assessing the effectiveness of such endorsements, thereby necessitating a comprehensive inquiry into what makes VIs effective endorsers. To address this gap, the current study employs the Total Interpretive Structural Modelling (TISM) methodology and is the first to provide a comprehensive hierarchical framework that organises the disparate findings into a structured, multi-stage cascade of effects. In addition, a MICMAC analysis is conducted to determine the relative importance of each factor based on its driving and dependence power. The findings offer actionable implications for VI creators, advertisers, and brand managers, alongside expanding the current body of literature. 2025 Advertising Association. Subject The topic of the resource Endorsement Effectiveness; Generative AI; MICMAC; Purchase Intention; TISM; Virtual Influencers Publisher An entity responsible for making the resource available Taylor and Francis Ltd. Relation A related resource ISSN: 2650487; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online