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.

Employing national consumer panels in the US and Korea (N = 767), this research examined how consumer evaluations of graphic sexual ads on social media differ from those of non-sexual ads, and to what extent such evaluations are influenced by different cultural backgrounds (Individualism vs. Confucianism) and sexual self-schema (SSS) levels.