...Anil Bilgihan; Melanie P. Lorenz; Ye Zhang; Massimiliano (Max) Ostinelli Purpose This paper reconceptualizes persuasion in hospitality marketing in response to the growing role of artificial intelligence ( AI ) agents that curate, filter and increasingly autonomously book hospitality services...

... into the influence of avatars' appearance, humor and persuasion on healthier choices and customer satisfaction. Design/methodology/approach This paper comprises three experimental studies. Study 1 manipulates avatar appearance (supermodel-looking vs normal-looking) to examine its effects on perceived...