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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
... involves understanding users’ viewpoints and anticipating their behavior (Liu-Thompkins et al., 2022) – as key drivers of trust in AI influencer interactions. Additionally, AI influencers possess two key attributes: form realism, referring to appearance and human-like characteristics...
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