...Eunyoung (Christine) Sung; Ohbyung Kwon; Jinyoung Im Purpose This study’s aim is to examine the effects of actual metaverse users’ parasocial relationships with artificial intelligence– (AI-) controlled non-player characters (NPCs) on digital luxury non-fungible token ( NFT ) brand preferences...

.... However, there have been varied viewpoints in the literature about the effect of DHAI realism on consumer response. Therefore, this study aims to examine the effect of form, behavioral and emotional realism on consumer engagement and parasocial relationships that further affect attachment toward DHAI...

...Nancy H. Brinson; Laura L. Lemon; Coral Bender; Annika Fetzer Graham Purpose The purpose of this study is to examine whether consumers are able to critically evaluate promotional content presented by a podcast host with whom they have a parasocial relationship, and how this interaction impacts...