...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...

... and how these build upon the endorsed brand’s existing personification. Design/methodology/approach An abductive thematic analysis was carried out on the images of 212 posts across the complete active period of Ella, a virtual brand ambassador for Disney Japan. Findings Brands that use hyper-human...