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Sponsored AI AM CLAUDE, A Beginner's Guide: Learn the basics of working with AI AI AM CLAUDE, A Beginner's Guide: Learn the basics of working with AI

Author

A. Moustafa

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Review Oct 2026

When and how anthropomorphic AI avatars relate to user engagement intentions: roles of emotional connection, perceived authenticity and technological familiarity

This study examines when and how anthropomorphic AI service avatars shape user engagement intentions in digital commerce. Drawing primarily on computers are social actors (CASA) theory and using parasocial interaction (PSI) as a bounded interpretive lens, it examines emotional connection as an encounter-specific af...

U. Qadri, A. Moustafa · 0 citations

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