From Gameplay to Guidance: How Virtual Influencers Enable Digital Nudging in Video Game Ecosystems

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Advances in Consumer Research

Issue 3 : 771-782

Original Article

From Gameplay to Guidance: How Virtual Influencers Enable Digital Nudging in Video Game Ecosystems

Ankita Mishra

Supriyo Ash

Kushagra Sharan

Priyanka Sahoo

Research Scholar, ICFAI Business School, Hyderabad

Asst. Prof., IILM Academy of Higher Learning, Lucknow

Academic Associate, Indian School of Business, Hyderabad

Abstract

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