Keywords: Cognitive trust
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Journal Articles

Non-human agents as marketing influencers: how realism and empathy drive affective and cognitive trust under the contingency role of perceived threat to human identity

Ngoc Minh Chau Nguyen, Tessa Tien Nguyen, Khanh Linh Nguyen, Angelina Nhat Hanh Le
Journal: The Bottom Line
The Bottom Line 1–17.
https://doi.org/10.1108/BL-12-2024-0219
Published: 23 December 2025
... to the growing body of literature on virtual agents by providing insights into the dynamic mechanisms through which AI influencers foster cognitive trust and emotional trust. Empathy, the ability to understand and connect with another person’s emotions (Liu-Thompkins et al., 2022), is essential...
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