KOREASCHOLAR

WHEN AI INFLUENCERS AS AD ENDORSERS: THE INTERACTIVE EFFECTS OF PRODUCT CATEGORIES AND AD APPEALS ON AD ATTITUDE

Yushi Song, Hao Wu, Guoxin Li
  • LanguageKOR
  • URLhttp://db.koreascholar.com/Article/Detail/422311
Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.344-348
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study constructs a model to predict ad attitude when AI influencers act as ad endorsers. In the results, search products and rational ad appeal have more positive ad attitude, perceived empathy and perceived expertise as mediator. These three variables can be reinforced by the consistency of ad appeals and product categories.

Author
  • Yushi Song(Harbin Institute of Technology, China)
  • Hao Wu(Harbin Institute of Technology, China)
  • Guoxin Li(Harbin Institute of Technology, China)