Yixin Gu, Ziwei Guo, and Junyi Hao found that four characteristics of AI-generated virtual streamers—perceived authenticity, anthropomorphism, social presence, and interactivity—significantly influence consumer patronage intentions in live-streaming commerce.

Authors

• Person: Kalina Mikołajczak-Degrauwe, Malaika Brengman Organization: Akademiai Kiado Zrt.
  The influence of advertising on compulsive buying

Sources

• The influence of advertising on compulsive buying ouci.dntb.gov.ua Kalina Mikołajczak-Degrauwe, Malaika Brengman · Akademiai Kiado Zrt. via serper

Referenced by nodes (2)

• interactivity concept
• anthropomorphism concept