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Exploring the impact of background inconsistency on consumers’ negative feelings toward virtual influencers

Published Online: 2026-03-03

Authors

Wee, Jeeweon

Yoon, Namhee https://orcid.org/0000-0002-9525-2192
Lee, Yoon-Jung
Funding

Funding for this research was provided by:

Ministry of Education (NRF-2022S1A5B5A16051938)
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Text and Data Mining valid from 2026-03-03

Version of Record valid from 2026-03-03
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Article History

Received: 17 December 2024

Accepted: 16 February 2026

First Online: 3 March 2026

Declarations

:

: This research was conducted under the approval and supervision of Korea University Institutional Review Board (IRB Approval No. 2023-0392-01), regarding ethical issues including consent to participate.

: Yoon-Jung Lee is an Associate Editor of Fashion and Textiles. Associate Editor status has no bearing on editorial consideration. The authors declare no competing interests with respect to the research, authorship, and/or publication of this article.

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