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Keywords: Celebrity avatar
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing 1–26.
Published: 17 September 2026
...Jin Xue; Xuye Zhou; Matthew Tingchi Liu; Allen Ding Tian Purpose This research aims to investigate how consumers respond to celebrity avatars compared to human celebrities in relational communication contexts. It examines whether parasocial bonds formed with real celebrities transfer to their AI...
Includes: Supplementary data
