Figure 1.
The Stimulus Organism Response framework is enclosed within three dashed boundary boxes. The left box is labelled Stimulus and contains four stacked rectangles: Physical Anthropomorphism, Behavioural Anthropomorphism, Cognitive Anthropomorphism, and Emotional Anthropomorphism. Arrows from these four constructs point to two central rectangles within the Organism box, labelled Social Presence and Parasocial Relationship. The paths from Physical Anthropomorphism to Social Presence and Parasocial Relationship are labelled H 1 a and H 1 b. The paths from Behavioural Anthropomorphism are labelled H 2 a and H 2 b. The paths from Cognitive Anthropomorphism are labelled H 3 a and H 3 b. The paths from Emotional Anthropomorphism are labelled H 4 a and H 4 b. A vertical arrow from Social Presence to Parasocial Relationship is labelled H 5. On the right, within the Response box, two rectangles are labelled Brand Behavioural Intention and Brand W O M. Arrows from Social Presence to these two constructs are labelled H 6 a and H 6 b. Arrows from Parasocial Relationship to Brand Behavioural Intention and Brand W O M are labelled H 7 a and H 7 b. At the bottom, arrows indicate the sequence Stimulus pointing to Organism and Organism pointing to Response.The hypotheses tested in this study
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