Review
Aug 2026
Social relationship formation with virtual conversational assistants: the roles of anthropomorphism and gratification
It is demonstrated that cognitive and behavioural anthropomorphism influence the formation of feelings of real friendship with machines/VCAs (compared to para-friendship), which extends the unidimensional model of anthropomorphism and highlights a new relational context for gratification.
Arezoo Fakhimi, Tony Garry, Sergio Biggemann et al.
· European Journal of Marketin... · 0 citations