Browsing by Subject "AI influencer"

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    The impact of the humanness of AI influencers on the success of influencer marketing
    (2022-05-09) Jang, Haneul; Wilcox, Gary B.
    With the rapid development of Artificial Intelligence (AI) technologies and with the emerging trend of influencer marketing, AI influencers appear to be the new opportunity in the marketing industry. Yet, due to the lack of research on AI influencers, how to succeed with AI influencers and what makes them successful in influencer marketing remain unclear. The current thesis aims to give insights on how to leverage AI influencers in influencer marketing. Based on uncanny valley theory, Computers Are Social Actors (CASA) theory, and source credibility, the current study explores how the perceived humanness of AI influencers affect the success of influencer marketing