British Academy of Management

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The Ethical and Socio-Emotional Impact of AI-driven Synthetic Influencers on Brand Engagement and Psychological Well-being: An Exploratory Comparative Research between UK and Saudi Arabia

Oludayo Adekunle University of Sunderland

Yashar Salamzadeh University of Sunderland

Rizwan Ullah Khan Effat University

eBusiness and Information Systems Management Developmental Paper Session

eBusiness and Information Systems Management Developmental Paper Session 2: IS impact on end users

BAM2026 Conference