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Sponsored Artificial Intelligence: A Modern Approach, Global Edition Artificial Intelligence: A Modern Approach, Global Edition

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Hui Shi

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#generative ai Open access Sep 2026

Celebrity Endorsement in the AI Era: How Synthetic Endorsements Featuring Living and Deceased Celebrities Shape Brand Opportunism Across Campaign Purposes

Generative AI is reshaping how living and deceased celebrities can be represented and reused in media and marketplace communication. Yet little is known about how consumers respond to AI-generated celebrity representations. Drawing on attribution theory and social contract theory, this study employs a 2 (represented ce...

Hui Shi, Sophia Mueller-Bryson · 0 citations

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