Journal of Business Research,
Journal Year:
2024,
Volume and Issue:
176, P. 114584 - 114584
Published: Feb. 24, 2024
Virtual
influencers
have
a
growing
presence
in
social
media,
reshaping
the
traditional
interactions
between
and
followers.
Through
an
interdisciplinary
orientation,
we
assess
implications
of
this
phenomenon
for
data
privacy.
Specifically,
argue
that,
given
that
virtual
influencer
is
not
human
being,
unbalanced
privacy
risk
arises
from
possible
vulnerability,
cybercrime,
creation
fake
profiles.
We
explore
these
risks
through
qualitative
exploratory
study
with
28
followers
influencers.
Our
work
culminates
conceptual
framework
highlights
what
define
as
multi-privacy
paradox.
offer
actionable
ways
organizations
to
manage
protect
consumers
dealing
metaverse.
Journal of Business Research,
Journal Year:
2023,
Volume and Issue:
163, P. 113945 - 113945
Published: April 19, 2023
A
cryptocurrency
token
airdrop
is
a
novel
means
of
distributing
rights
over
blockchain
project
to
community
users
and
owners
for
free.
The
market
value
these
giveaways
often
upwards
hundreds
millions
dollars.
This
paper
considers
why
projects
might
choose
this
unusual
costly
distribution.
It
selection
high-profile
airdrops
as
case
studies
between
2014
2022.
the
first
comprehensive
analysis
rationales
mechanisms
Web3
airdrops.
We
find
that
two
primary
are
marketing
(to
attract
new
maintain
community)
decentralisation
ownership
control
(building
community,
providing
regulatory
protection,
enhancing
security).
contributes
an
understanding
business
practice
strategy
in
emerging
industry.
Journal of Business Research,
Journal Year:
2023,
Volume and Issue:
160, P. 113763 - 113763
Published: Feb. 23, 2023
Blockchain-enabled
advances
(BEAs)
are
state-of-the-art
innovations
based
on
blockchain
technology.
Recent
years
have
witnessed
the
proliferation
of
four
BEAs:
smart
contracts,
cryptocurrencies,
play-to-earn
games,
and
non-fungible
tokens.
These
BEAs
implications
for
marketing
field
as
they
affect
consumers
brands.
We
propose
a
novel
theoretical
framework
that
articulates
how
principles
underpin
can
impact
then
explains
brands
use
to
innovate
their
products
services.
The
core
technology,
well
enhanced
digital
connectivity,
imply
become
more
in
control
data
privacy
rights,
responsible
choices,
digitally
connected.
To
cater
consumers,
roll
out
technology-focused
service
innovations,
customer-focused
product
innovations.
Based
this
perspective,
we
advance
ten
future
research
questions.
This
article
aims
nascent
marketing.
Management Research Review,
Journal Year:
2024,
Volume and Issue:
47(7), P. 1029 - 1051
Published: March 15, 2024
Purpose
This
study
aims
to
answer
two
significant
questions:
What
are
the
relative
consumer
and
firm-level
effects
of
marketing
through
metaverse
compared
conventional
endeavours?
current
trends
in
utilizing
as
reported
recent
literature?
Design/methodology/approach
uses
a
systematic
literature
review
methodology,
using
Preferred
Reporting
Items
for
Systematic
Reviews
Meta-Analyses
flowchart
synthesize
existing
research.
A
total
35
articles
written
English
were
selected
analysed
from
databases,
Web
Science
EBSCO
Host.
Findings
The
findings
indicate
that
consumer-level
include
loyalty
brand
attachment.
benefits
decentralization
cost
reductions.
paper
proposes
framework
indicating
variables
could
attenuate
or
enhance
association
between
immersive
components
their
resultant
effects.
Originality/value
contributes
understanding
role
practices
related
mix
components.
conceptualizes
novel
its
Journal of Business Research,
Journal Year:
2024,
Volume and Issue:
176, P. 114584 - 114584
Published: Feb. 24, 2024
Virtual
influencers
have
a
growing
presence
in
social
media,
reshaping
the
traditional
interactions
between
and
followers.
Through
an
interdisciplinary
orientation,
we
assess
implications
of
this
phenomenon
for
data
privacy.
Specifically,
argue
that,
given
that
virtual
influencer
is
not
human
being,
unbalanced
privacy
risk
arises
from
possible
vulnerability,
cybercrime,
creation
fake
profiles.
We
explore
these
risks
through
qualitative
exploratory
study
with
28
followers
influencers.
Our
work
culminates
conceptual
framework
highlights
what
define
as
multi-privacy
paradox.
offer
actionable
ways
organizations
to
manage
protect
consumers
dealing
metaverse.
