Virtually authentic: examining the match-up hypothesis between human vs virtual influencers and product types

Journal of Product & Brand Management, Journal Year: 2024, Volume and Issue: 33(2), P. 287 - 299

Published: Feb. 5, 2024

Purpose This study aims to investigate the rising trend of virtual influencers – digitally created characters with human-like attributes. It evaluate and compare their effectiveness human in terms brand attitudes purchase intentions. uncovers mechanisms underlying differences observed between counterparts. Design/methodology/approach The research uses a 2 (influencer type: vs virtual) × 3 (product functional symbolic experiential) between-subjects design. Through pilot ( n = 334) main 352), examines interactive effects influencer product type on attitude Hypotheses were developed tested using moderating mediation models centered authenticity product–endorser fit. Findings Virtual are perceived as less authentic than across all types, negatively influencing intention. However, extent which affects intentions, mediated by fit, varies based type. Originality/value emphasizes two key fit influencers. suggests that aligning suitable types can offset deficit, significantly affecting endorsement effectiveness.

Language: Английский

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From Likes to Sustainability: How Social Media Influencers Are Changing the Way We Consume

Sustainability, Journal Year: 2024, Volume and Issue: 16(4), P. 1393 - 1393

Published: Feb. 7, 2024

Social media has become an integral part of our daily lives. Influencers have emerged as significant players in promoting sustainable consumption recent years. With their reach and influence, they the ability to sway consumer decisions earn rewards from marketers. However, influencer’s perceived importance credibility among followers is essential persuade others. In this study, we utilized network theory mind scrutinize impact on consumption. We collected data 427 consumers conducted structural equation modeling (SEM) test hypotheses. Our findings indicate that a positive credibility, which subsequently favorable cognitive, affective, conative These results confirm influencers provide insights into how social marketers can optimize marketing strategies.

Language: Английский

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Investigating the impact of authenticity of social media influencers on followers' purchase behavior: mediating analysis of parasocial interaction on Instagram

Asia Pacific Journal of Marketing and Logistics, Journal Year: 2023, Volume and Issue: 35(10), P. 2377 - 2394

Published: Feb. 24, 2023

Purpose The current study has drawn attention to investigating the impact of social media influencers’ (SMIs) authenticity on followers buying behavior by using who have an ongoing relationship with influencer and are knowledgeable about influencer. further intends reveal mediating effect parasocial interaction between SMI's followers' purchase behavior. Design/methodology/approach analyzed data from online survey 458 participants (Instagram followers) structured equation modeling (CB-SEM) investigate among attributes, Findings CB-SEM results that attributes positively influence findings mediation analysis specify mediates (sincerity, truthful endorsement visibility) excluding expertise, uniqueness attributes. Practical implications reinforce need use authentic influencers marketers for brand endorsements. Further, can benefit in implementing strategic practice marketing. Originality/value overcomes limitations preceding studies Instagram well-informed SMIs them. This uniquely combined behavioral real campaigns assessment influencer's authenticity.

Language: Английский

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Determinants of followers' purchase intentions toward brands endorsed by social media influencers: Findings from PLS and fsQCA

Journal of Consumer Behaviour, Journal Year: 2023, Volume and Issue: 23(2), P. 888 - 914

Published: Sept. 21, 2023

Abstract Given the rise of marketing through social media influencers (SMIs), this study aimed to investigate influences source credibility and content validity factors on followers' attitudes intention purchase brands endorsed by SMIs brand engagement expected value. The assessed moderating effect product–influencer congruency. Data were collected from 429 individuals in Iran using “partial least squares” (PLS) “fuzzy‐set qualitative comparative analysis” (fsQCA) approaches. PLS results affirmed significance all direct relationships except role entertainment value informativeness Product–influencer congruence positively moderated effects trustworthiness expertise fsQCA identified five solutions with various combinations elements that lead high intention. performing revealed three factors, namely attractiveness, value, attitude, are necessary achieve challenged findings, indicating importance an asymmetric approach conjunction PLS. Our provides valuable insight for practitioners enhancing effectiveness SMI activities persuading customers brands.

Language: Английский

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How do online celebrities attract consumers? an EEG study on consumers’ neural engagement in short video advertising

Electronic Commerce Research, Journal Year: 2025, Volume and Issue: unknown

Published: Feb. 24, 2025

Language: Английский

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Revolutionizing retail: The transformative power of service robots on shopping dynamics

Journal of Retailing and Consumer Services, Journal Year: 2024, Volume and Issue: 82, P. 104085 - 104085

Published: Sept. 16, 2024

Language: Английский

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Do authentic dimensions and customer knowledge affect overall authenticity and revisit intention via interacting gastronomic experience? Perspective on ethnic restaurants

International Journal of Hospitality Management, Journal Year: 2024, Volume and Issue: 123, P. 103941 - 103941

Published: Sept. 29, 2024

Language: Английский

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Social Media Influencer Marketing: A Systematic Literature Review Using TCM and ADO Framework

International Journal of Consumer Studies, Journal Year: 2024, Volume and Issue: 48(6)

Published: Oct. 17, 2024

ABSTRACT Social media influencers (SMIs) have a significant impact on consumer decisions, and research in this area comprises substantial portion of the literature. Despite marketing firms' attention to SMIs, comprehensive evaluation their decision literature is lacking. Therefore, study offers systematic analysis social decisions. Using framework‐based approach, TCM framework provides structured exploration theories, contexts, methods found 106 relevant articles. Concurrently, ADO examines determinants consumers' This review identifies 62 distinct antecedents categorized into seven broad groups explores why specific factors positively or negatively affect purchase decisions outcomes. highlights key gaps current influencer insights for future practical implications fields psychology, marketing, behavior.

Language: Английский

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The grey side of influencer marketing: Content, contexts, and consequences

Journal of Consumer Behaviour, Journal Year: 2024, Volume and Issue: 23(5), P. 2413 - 2439

Published: May 8, 2024

Abstract The wall of differentiation between genuine recommendations by social media influencers and brand‐sponsored promotions has become thinner since brands are increasingly sponsoring to promote their products services. This study followed a qualitative research method using the grounded theory approach conduct in‐depth, one‐to‐one, semi‐structured interviews with 25 users delve into influencers' brand paid sponsorship disclosure, which marks grey area in influencer marketing. results delineate characteristics through three main themes: (1) Disclosure promotions/ non‐promotions (i.e., content factors), (2) Consumer conviction conundrum context (3) Social users' avoidance behaviour consequences). also defines ‘Sinfluencer’ commercially motivated who hide partnerships) elucidates ‘ evaluation ’ as critical step, thereby extending discussion on engagement cycle.

Language: Английский

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Cute but concerning: investigating the impact of portraying children in momfluencer content on engagement, advertising value and advertising effectiveness

International Journal of Advertising, Journal Year: 2024, Volume and Issue: unknown, P. 1 - 31

Published: June 26, 2024

Language: Английский

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