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

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

Marta Massi, Andrea Vocino, Andrea Rurale

언어ENG
URLhttps://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)

키워드

AI-generated Influencers Brand Trust Influencer Marketing Perceived Authenticity Sustainability Advertising Third-party Certification Virtual Influencers.

저자

Marta Massi(Athabasca University, Canada)
Andrea Vocino(Deakin University, Australia)
Andrea Rurale(Bocconi University)

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