How does AI-powered virtual influencer's anthropomorphism impact trust and brand love? The moderating role of opinion leadership
Anis ur Rehman, Sushant Kumar, Muhammad Asif Salam, Naveen Virmani
Topics & Concepts
Opinion leadershipPsychologyInfluencer marketingSocial psychologyAdvertisingBusinessMarketingPublic relationsPolitical scienceRelationship marketingMarketing managementAI in Service InteractionsDigital Marketing and Social MediaDeath Anxiety and Social Exclusion