KOREASCHOLAR

TRUST OR TRICKERY? THE ROLE OF AI AND HUMAN INFLUENCERS IN GREENWASHING PERCEPTIONS

Marta Massi, Andrea Vocino, Andrea Rurale
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/442701
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Global Marketing Conference
2025 Global Marketing Conference at Hong Kong (2025.07)
p.610
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
AI-generated InfluencersBrand TrustInfluencer MarketingPerceived AuthenticitySustainability AdvertisingThird-party CertificationVirtual Influencers.
Author
  • Andrea Rurale(Bocconi University)
  • Andrea Vocino(Deakin University, Australia)
  • Marta Massi(Athabasca University, Canada)