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Keywords: Prosocial engagement
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Journal Articles
Asia Pacific Journal of Marketing and Logistics 1–18.
Published: 09 October 2026
...Yi Bu; Qianmin Li; Yunen Zhang; Mai Nguyen; Ruicheng Liu Purpose This study examines consumer responses to human versus AI-generated synthetic cause agents in charitable communication. It tests whether cause agent type affects three prosocial engagement outcomes with the cause, namely information...
Includes: Supplementary data
