Influencer marketing has become a dominant and targeted means for brands to connect with
consumers, but it also brings risks associated with influencer transgression and reputation …

Purpose Various consumer-facing artificial intelligence (AI) applications are used to interact
with consumers at all purchase stages, and related research has sharply increased. This …

Unreal influence: leveraging AI in influencer marketing | Emerald Insight Books and journals
Case studies Expert Briefings Open Access Advanced search Unreal influence: leveraging AI in …

Artificially created characters–virtual influencers–amass millions of followers on social
media and affect digital natives' engagement and decisionmaking in remarkable ways …

Artificial intelligence (AI) continues to transform firm-customer interactions. However, current
AI marketing agents are often perceived as cold and uncaring and can be poor substitutes …

This work offers a multidisciplinary perspective on the Metaverse, focusing on its potential
implications for consumer behavior. We begin by proposing a conceptualization of the …

Virtual influencers, generated on the computer, are changing the advertising industry. More
and more brands utilize virtual instead of human influencers as endorsers for their marketing …

Virtual influencer (VI) marketing has become increasingly prevalent on social media with the
evolving landscape of digitalisation. However, the use of VIs in tourism has received limited …

Prior examinations of relationship development and the leverage of trust among artificial
intelligence (AI) influencers and followers have been few. This study employed complexity …

As AI increasingly permeates digital spaces, virtual influencers are operating in similar ways
as human influencers. However, given their recent introduction, the effectiveness of virtual …