ISTIAK, Lazim; KABIR, Ahmed Imran; SOHANA, Antara Raisa; SNEHA, Humayra Afra Ibnat; SOHEL-UZ-ZAMAN, Abu Saleh Md; FAHAD , Abdullah Al. 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, [S. l.], v. 10, n. 3, p. 61–75, 2025. DOI: 10.65136/ejbm.v10i3.22. Disponível em: https://ejbm.apu.edu.my/index.php/EJBM/article/view/22. Acesso em: 10 mar. 2026.