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W. Inkumsah

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Open access Aug 2026

Cultural values and AI influencers: how trust and attachment drive decision confidence among consumers in the beauty and fashion market

AI influencers are increasingly used in beauty and fashion marketing, but evidence on what drives consumer trust in emerging markets is limited. In collectivist contexts such as Ghana, cultural values may shape evaluations of AI agents. This study examines how cultural values and AI-driven influencer credibility in...

Ebenezer Arthur Duncan, W. Inkumsah, Rockson Opare-Boateng · 0 citations

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