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Donia Khalfallah: Virtual influencer-brand collaborations: a multiple-case study of strategic design and the credibility-engagement paradox

Donia Khalfallah’s article, titled “Virtual influencer-brand collaborations: a multiple-case study of strategic design and the credibility-engagement paradox”, was published in Cogent Business & Management (Volume 13, Issue 1, 2026) on 20 April 2026.

The study examines how brands strategically collaborate with virtual influencers and explores the emerging credibility-engagement paradox in influencer marketing. Using a multiple-case study approach, the research analyzes how virtual influencers are designed, positioned, and perceived in digital brand communication. The article also contributes to current discussions on authenticity, consumer engagement, and the evolving role of AI-driven influencers in marketing practice.

Publication details:
DOI: https://doi.org/10.1080/23311975.2026.2653916

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