Yang, Chen and Sun, Yan (2024) Chapter 9. Virtual influencer: the future of marketing and branding? In: Tabari, Saloomeh and Ding, Qing Shan, (eds.) Celebrity, Social Media Influencers and Brand Performance: Exploring New Dynamics and Future Trends in Marketing. Business and Management, Business and Management (R0) . Palgrave Macmillan - Springer Nature, Cham, Switzerland, pp. 175-195. ISBN 978-3031635168; 978-3031635151; 978-3031635182; 978-3031635168 (doi:10.1007/978-3-031-63516-8_9)