How does persuasion knowledge differ between humanlike virtual influencers and human influencers? DOI Creative Commons
Lotte M. Willemsen,

Iris Withuis,

M.K. Brom

et al.

International Journal of Advertising, Journal Year: 2024, Volume and Issue: unknown, P. 1 - 22

Published: Dec. 14, 2024

Humanlike virtual influencers (HVIs) mimic human (HIs), but how do consumers perceive them, and does this affect persuasion knowledge? This experiment examines differentiate HVIs from HIs based on two mental states – intentions emotions– differences in mind perception dimensions of knowledge. Results reveal: (1) a negative indirect effect, where attribute less to (vs. HIs), reducing their understanding persuasive intent (conceptual knowledge), (2) positive emotion thereby increasing skepticism (attitudinal knowledge). also unveil direct effect HVI HI) content skepticism. Overall, while are skeptical sponsored HVIs, they these influencers, fostering consumer toward content, suppressing the advantage HVIs. These findings may explain inconsistent results previous research regarding effects versus HIs.

Language: Английский

Sanal Etkileyicilerin Yükselişi: Tüketici Tutumları Üzerine Keşfedici Bir Araştırma DOI Open Access
Şirin Gizem Köse

Alanya Akademik Bakış, Journal Year: 2025, Volume and Issue: 9(1), P. 324 - 339

Published: Jan. 30, 2025

Pazarlama iletişiminin önemli araçlarından biri haline gelen etkileyici pazarlamada dijitalleşme ve yapay zekanın etkisiyle sanal etkileyiciler de kullanılmaya başlanmıştır. Bu çalışmada, etkileyicilere etkileyicilerin pazarlama iletişiminde kullanılmasına yönelik tüketici tutumlarının ortaya çıkarılması amaçlanmıştır. amaç doğrultusunda veri elde etmede nitel araştırma yöntemlerinden derinlemesine mülakat tekniği kullanılmıştır. Çalışma sonuçlarına göre negatif tutumlar gerçek dışılık yapaylık, duygusal eksiklikler, endişe oluşturma, reklam unsuru olma; pozitif ise yenilik ilgi çekicilik, kolaylık, uzmanlık olarak çıkarılmıştır. Bununla birlikte, kullanımı kapsamında, kullanan markaya tutum satın alma niyeti ile, niyetini şekillendiren unsurlar da (sanal özellikleri, bireysel özellikler, kullanım stratejileri, ürün türü, ilgilenim) araştırılmıştır. Elde edilen bulgular doğrultusunda, markalara iletişimi çerçevesinde öneriler sunulmaktadır.

Citations

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What We Know and Don’t Know About Virtual Influencers: Status Quo and Future Research Agenda DOI
Christian Rudeloff,

Sebastian Meißner

Springer eBooks, Journal Year: 2025, Volume and Issue: unknown, P. 379 - 390

Published: Jan. 1, 2025

Language: Английский

Citations

0
The Prospects of Consumer Engagement in Metaverse DOI
Garima Pancholi, Monika Sharma, Abhineet Saxena

et al.

Advances in computational intelligence and robotics book series, Journal Year: 2025, Volume and Issue: unknown, P. 25 - 50

Published: March 21, 2025

Metaverse has gone the extra mile from its origin as a gaming platform to dynamic digital economy where users can create, purchase and sell products services through their avatars. The retailers are increasing brand engagement awareness by enhancing product visualizations, enabling highly personalized marketing strategies such virtual try-ons in world. led paradigm shift that leave behind those who lag. Hence, it is important consider progress foresee future growth. bibliometric analysis was conducted get comprehensive of consumer behavior Metaverse. This study examines research landscape 274 articles retrieved Scopus database 1997 2024 achieve our objectives. findings assist researchers getting in-depth understanding current trends themes while identifying gap, providing valuable insights for directions.

Language: Английский

Citations

0
Unveiling the Power of Virtual Influencers: Impact of Content and Credibility on Consumer Engagement and Purchase Intentions DOI
Padma Angmo, Rachna Mahajan,

G. P. Ranjitha

et al.

Journal of Relationship Marketing, Journal Year: 2025, Volume and Issue: unknown, P. 1 - 32

Published: March 24, 2025

This study investigates the impact of virtual influencers (VIs) on consumer engagement and purchase intention in social media marketing by examining how VIs' efforts individuals' tendencies for online interaction influence with VI-related content media. Additionally, it explores role influencer type (human vs. virtual) characteristics (expertise trustworthiness) intention. Through two empirical studies, effectiveness VIs was assessed: Study 1 established baseline effects explored VI (SME), while 2 investigated moderates interactive between influencers' The findings indicate that positively impacts SMEs intention, but does not significantly explain relationship endorser Our highlight brands should assess traits before integrating them into strategies. we provide insightful recommendations fostering effective collaboration endeavors targeting consumers.

Language: Английский

Citations

0
Influencer Marketing and Artificial Intelligence Influencer Marketing and Artificial Intelligence DOI
Deniz Zeren, İsmail Erkan, Abdulaziz Elwalda

et al.

Advances in marketing, customer relationship management, and e-services book series, Journal Year: 2024, Volume and Issue: unknown, P. 212 - 234

Published: Aug. 21, 2024

This chapter aims to review artificial intelligence (AI) in influencer marketing literature identify gaps and provide directions for future research. In this direction, the authors critically assess 21 articles that have appeared Web of Science (WOS) database. Definitions AI, theoretical foundations, main methodologies employed were reviewed countries focus social media websites studied. The systematic has demonstrated some significant findings. Research on AI revealed an emphasis Influencer marketing. Findings also show majority studies conducted with a quantitative approach, focused more Instagram while less attention been paid other websites. At end research, study contributes existing by examining current state research providing from theoretical, methodological, context-related perspectives.

Language: Английский

Citations

0
Influencers virtuales femeninas y representación de género: análisis de su imagen en Instagram DOI Creative Commons
Sergio Jesús Villén Higueras, Almudena Mata-Núñez

European Public & Social Innovation Review, Journal Year: 2024, Volume and Issue: 10, P. 1 - 22

Published: Nov. 25, 2024

Introducción: El desarrollo de las imágenes generadas por ordenador y la inteligencia artificial generativa ha fomentado proliferación influencers virtuales humanizadas (IVH) en redes sociales. Este escenario habilita un nuevo foco interés para representación género, lo que esta investigación persigue analizar imagen estas Instagram, determinar los códigos audiovisuales empleados examinar conexiones establecen con marcas u otras o reales. Metodología: Aplicando una metodología mixta, materializada elaboración plantilla análisis específica, se examinan 100 últimas publicaciones 10 perfiles IVH Instagram. Resultados: Entre resultados obtenidos, destaca caracterizada complexión delgada, exhibición zonas erógenas, fijación el yo intersección diversos sectores marcas, siendo predominante moda. Los signos plásticos más frecuentes son planos americanos medios, angulaciones normales verticalidad imagen. Conclusiones: La liquidez parámetros físicos, estéticos, contextuales sociales diseñar identidad conduce a fluida mujeres puesta al servicio intereses comerciales.

Citations

0
How does persuasion knowledge differ between humanlike virtual influencers and human influencers? DOI Creative Commons
Lotte M. Willemsen,

Iris Withuis,

M.K. Brom

et al.

International Journal of Advertising, Journal Year: 2024, Volume and Issue: unknown, P. 1 - 22

Published: Dec. 14, 2024

Humanlike virtual influencers (HVIs) mimic human (HIs), but how do consumers perceive them, and does this affect persuasion knowledge? This experiment examines differentiate HVIs from HIs based on two mental states – intentions emotions– differences in mind perception dimensions of knowledge. Results reveal: (1) a negative indirect effect, where attribute less to (vs. HIs), reducing their understanding persuasive intent (conceptual knowledge), (2) positive emotion thereby increasing skepticism (attitudinal knowledge). also unveil direct effect HVI HI) content skepticism. Overall, while are skeptical sponsored HVIs, they these influencers, fostering consumer toward content, suppressing the advantage HVIs. These findings may explain inconsistent results previous research regarding effects versus HIs.

Language: Английский

Citations

0