The Effects of AI Influencers on Brand Image and Brand Awareness: Mediating Role of eWOM

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Patthanan Tangwannawit
Soibuppha Sartmool
Supawat Sukhaparamate


The objectives of this study were 1) to compare the credibility of virtual humans and celebrities on electronic word-of-mouth media, 2) to study the influence of electronic word-of-mouth communication on brand image and perception. The data was collected using online questionnaires from thai populations with social media accounts. Total of 443 respondents were randomly selected based on selected criteria and analysis of the data collected was performed using structural equation model. The result from this research showed that compare the credibility of virtual humans and celebrities to electronic word-of-mouth. It was found that the credibility, attractiveness and expertise of celebrity influence electronic word-of-mouth communication more than attractiveness, uniqueness, trustworthiness of AI influencers. Second, The influence of electronic word-of-mouth communication on brand image and perception has found that positive electronic word-of-mouth communication has a significant impact on consumer trust.

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