AI avatars and co-creation in the metaverse

Consumer Behavior in Tourism and Hospitality, Journal Year: 2025, Volume and Issue: unknown

Published: Jan. 9, 2025

Purpose While the fields of artificial intelligence (AI) and avatars are growing at a very fast pace, studies still scarce. This study aims to fill gap in literature relating implications highly realistic as well consequences AI-led co-creation on hospitality services Metaverse. Design/methodology/approach The authors adopted an exploratory qualitative methodology role AI Metaverse within context. involved interviews with both elite figures consumers primary data also incorporated secondary sourced from comments YouTube video related avatars. Findings Based triangulation, extracted themes dealt four key areas: (1) avatars’ relational encounters hospitality, (2) realism, (3) self-representation self-perception skewness (4) co-creation. findings show that while realism would increase authenticity virtual social connections, engagement monetization, issue self-misrepresentation will diminish effect encounters. That be led digitally cocreate reviews recommendations further accentuates findings. Originality/value research advances field by addressing avatar It explores nuanced ways can enhance simultaneously posing challenges trust. provides foundation for exploration AI’s transformative potential contexts.

Language: Английский

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From Wellbeing to Addiction: The Influence of Inclusive Beauty Brands on People With Physical Disabilities

International Journal of Consumer Studies, Journal Year: 2025, Volume and Issue: 49(1)

Published: Jan. 1, 2025

ABSTRACT Many industries today acknowledge the unique needs of consumers with physical disabilities. The beauty industry, in particular, has been developing new offerings to cater this specific market. This study aims examine effects using inclusive products on psychological wellbeing people disabilities as well brand addiction. follows an exploratory qualitative approach. Data were collected from 215 online reviews and in‐depth interviews 24 different types disability alongside 14 marketing experts. reveals that is primary motivation for use products. However, over time, a strong emotional connection these brands can form, potentially leading addictive behaviors. To avoid addiction could harm their financial wellbeing, companies need gain deeper insights into customers, particularly those vulnerable groups, focus creating effective advertising strategies raise awareness among them. research closely aligns Sustainable Development Goal 10, which create more equitable society.

Language: Английский

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AI for academic success: investigating the role of usability, enjoyment, and responsiveness in ChatGPT adoption

Education and Information Technologies, Journal Year: 2025, Volume and Issue: unknown

Published: Jan. 28, 2025

Language: Английский

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Metaverse Branding

Advances in marketing, customer relationship management, and e-services book series, Journal Year: 2025, Volume and Issue: unknown, P. 493 - 522

Published: Jan. 17, 2025

The main aims of this chapter were to explore metaverse branding by identifying the trends and contributions in extant literature. Through a bibliometry critical analysis literature, proposes conceptualization, which shows how immersive experiences that provide multi-dimensional value enhance brand engagement, leads increased awareness, love, satisfaction, trust, equity. These factors ultimately drive online offline purchases strengthen loyalty. Overall, proposed framework relevant insights for both managers defining strategies, researchers interested these topics.

Language: Английский

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Avatars' Phygital Social Presence in the Metaverse: An Engaged Theory Perspective

Psychology and Marketing, Journal Year: 2025, Volume and Issue: unknown

Published: Feb. 9, 2025

ABSTRACT While prior authors have explored the notions of human and/or automated social presence, these concepts been predominantly assessed either individually or as mutually exclusive theoretical entities. However, we draw on engaged theory to develop hybrid concept phygital presence that comprises aspects both and metaverse avatars. We define degree which a avatar instils feeling in other users they are company entity, elicited by avatar's (a) (i.e., actions taken its user, line with theory's “ways acting”), (b) embodiment appearance, look, design, character emit, being”). next propose conceptual framework set propositions, suggest avatars' primarily impacts users' positive negative behavioral engagement metaverse, chiefly influences cognitive emotional engagement. Moreover, an ways relating , also informed theory, impact

Language: Английский

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The brand-consumer metaverse exchange framework. A dynamic understanding of the metaverse experience through self-concept, experience and engagement

Journal of Strategic Marketing, Journal Year: 2025, Volume and Issue: unknown, P. 1 - 33

Published: March 20, 2025

Language: Английский

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Mind the gap: virtual fashion shows and generational disparities

International Journal of Fashion Design Technology and Education, Journal Year: 2025, Volume and Issue: unknown, P. 1 - 9

Published: April 16, 2025

Language: Английский

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