Istiak L, Kabir AI, Sohana AR, Sneha HAI, Sohel-Uz-Zaman ASM, Fahad AA. Understanding the Mechanisms of AI-Powered Virtual Assistants: Evaluating Their Impact on Consumer Decision-Making and Brand Loyalty as a Mediating Variable. EJBM [Internet]. 2025 Sep. 1 [cited 2026 Jan. 15];10(3):61-75. Available from: https://ejbm.apu.edu.my/index.php/EJBM/article/view/22