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Sponsored Artificial Intelligence: A Modern Approach, Global Edition Artificial Intelligence: A Modern Approach, Global Edition

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Athena Wei Chee Chong

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Open access Sep 2026

How do virtual influencers persuade consumers’ purchase intention in luxury branding? The interactive role of anthropomorphism, realism and coolness

ABSTRACT As virtual influencers become more common in fashion and luxury marketing, brands need clearer guidance on which design features make them persuasive. This study examines how anthropomorphism and realism shape consumer responses to virtual influencers in luxury branding. A 2 × 2 online experiment was conducted...

Athena Wei Chee Chong, Isaac Cheah, Ying-Ying Tiong et al. · 0 citations

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