Authenticity and Trust in the Age of AI: Comparing Human and Virtual Influencers in Social Media Marketing
Ahmed Hassan
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Open access
Aug 2026
The Impact of Influencer Marketing on Value Co-Creation with Customers: The Mediating Role of Brand Trust—An Analytical Study of Generation Z Online Shoppers in Baghdad
This study aims to explain how influencer marketing contributes to enhancing customer value co-creation by examining the mediating role of brand trust among Generation Z online shoppers in Baghdad, Iraq. The study was motivated by a research gap indicating that most previous studies have focused on the impact of influe...
Ahmed Hassan
· International Journal of Fin... · 0 citations