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Keywords: AI influencer
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Journal Articles
Journal of Product & Brand Management (2025) 34 (5): 754–765.
Published: 26 May 2025
...Yu Zhang; Ai-Zhong He Purpose The purpose of this study is to explore how artificial intelligence (AI) influencer endorsements affect consumers’ perceptions of brands and purchase intentions. Design/methodology/approach This research conducted two scenario experiments mimicking real social...
