... further research. This study, therefore, aims to investigate how anthropomorphic cues in online health risk information influence information persuasiveness, specifically examining the underlying mechanisms and boundary conditions. Design/methodology/approach Three experiments (Experiment 1...

...Pranjal Gupta; Jennifer L. Burton; Letícia Costa Barros Purpose The purpose of this research is to extend theoretical knowledge of key variables and their interactions that impact the persuasiveness of online influencers. The study explores the interactions between influencer gender, follower...