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Rockson Opare-Boateng

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Open access Aug 2026

Cultural values and AI influencers: how trust and attachment drive decision confidence among consumers in the beauty and fashion market

This study examines how cultural values and AI-driven influencer credibility influence trust, attachment, and decision confidence among young consumers in Ghana's beauty and fashion sector and extends Source Credibility Theory to AI agents in an emerging market.

Ebenezer Arthur Duncan, W. Inkumsah, Rockson Opare-Boateng · Frontiers in Communication · 0 citations