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

Author

Isaac Cheah

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2 papers indexed here

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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
Open access Sep 2026

When Social Media Influencers Work: A Meta‐Analysis of Brand Engagement, Behavioral Intention, and Boundary Conditions

This study examines how social media influencers (SMIs) shape brand engagement and behavioral intention and when these effects vary across contexts. Drawing on 97 studies with a sample of 40,330 participants, we employ one‐stage meta‐analytic structural equation modeling (OSMASEM) to estimate the effects of SMI credi...

Tareq Rasul, Fernando de Oliveira Santini, Weng Marc Lim et al. · 0 citations

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