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

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Song-Yi Suh

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Open access Sep 2026

Authenticity, Trust, and AI Skepticism in Green Advertising: How AI and Human Endorsers Influence Purchase Intention in E-Commerce

Despite the growing use of artificial intelligence (AI) endorsers in advertising, evidence of their effectiveness remains mixed. This study examines how AI and human endorsers influence purchase intention in green e-commerce advertising through the parallel and sequential roles of perceived authenticity and perceived t...

Song-Yi Suh · 0 citations

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