Istiak, L., Kabir, A. I., Sohana, A. R., Sneha, H. A. I., Sohel-Uz-Zaman, A. S. M., & Fahad , A. A. (2025). Understanding the Mechanisms of AI-Powered Virtual Assistants: Evaluating Their Impact on Consumer Decision-Making and Brand Loyalty as a Mediating Variable. Electronic Journal of Business and Management, 10(3), 61–75. https://doi.org/10.65136/ejbm.v10i3.22