Unreal influence: leveraging AI in influencer marketing

Purpose This paper aims to examine how consumers respond to social media influencers that are created through artificial intelligence (AI) and compares effects to traditional (human) influencers. Design/methodology/approach Across two empirical studies, the authors examine the efficacy of AI social...

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Bibliographic Details
Published in:European journal of marketing 2022-06, Vol.56 (6), p.1721-1747
Main Authors: Sands, Sean, Campbell, Colin L., Plangger, Kirk, Ferraro, Carla
Format: Article
Language:English
Subjects:
Artificial intelligence
Boundary conditions
Celebrities
Consumers
COVID-19
Influencer marketing
Public service advertising
Social networks
Trust
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