Understanding travel influencers’ video on instagram: A transfer learning approach

Tourism Management, Journal Year: 2025, Volume and Issue: 110, P. 105168 - 105168

Published: March 18, 2025

Language: Английский

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Artificial Intelligence Influencers’ Credibility Effect on Consumer Engagement and Purchase Intention

Journal of theoretical and applied electronic commerce research, Journal Year: 2025, Volume and Issue: 20(1), P. 17 - 17

Published: Jan. 23, 2025

In the evolving world of influencer marketing, Artificial Intelligence (AI) influencers are creating significant impact and transforming approach to brand promotions on social media platforms. recent times, many popular brands have partnered with AI engage their audiences. become as a novel method for increase customer engagement create purchase intention, but there is scarcity research this emerging trend marketing. The AI-based virtual effect consumer intention remain largely unexplored. This study used questionnaire-based survey 414 responses were collected. result from shows that credibility, informative value human-likeness major factors influencing towards promoted through influencers. attractiveness entertainment influencer’s posts affect exhibit no intention. Theoretical managerial recommendations related influencers’ marketing presented.

Language: Английский

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Influencer marketing unlocked: Understanding the value chains driving the creator economy

Journal of the Academy of Marketing Science, Journal Year: 2025, Volume and Issue: unknown

Published: Jan. 24, 2025

Abstract As influencer marketing evolves into a dominant force in the landscape, it necessitates deeper theoretical exploration to understand its strategic implementations and impacts. This article examines dynamics of within growing creator economy, emphasizing interactions among firms, influencers, followers, digital platforms. We introduce novel, equity-driven framework that analyzes how influencers contribute customer equity, manage leverage value from their platforms maximize users. detail complex relationships exchanges ecosystem, highlighting challenges measuring return on investment influencers’ use content maintain authenticity influence. By synthesizing diverse academic literature current industry practices, this manuscript provides comprehensive overview mechanisms creation exchange marketing, offers implications for marketers aiming optimize engagements, outlines future work form eleven “INFLUENCERS” research directions.

Language: Английский

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The impact of face presence in user-generated videos on consumer Engagement: Insights into How, When, and who

International Journal of Research in Marketing, Journal Year: 2025, Volume and Issue: unknown

Published: Feb. 1, 2025

Language: Английский

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Influencers and Consumer Financial Decision‐Making

International Journal of Consumer Studies, Journal Year: 2025, Volume and Issue: 49(2)

Published: March 1, 2025

ABSTRACT Influencer marketing has become a prominent strategy for promoting utilitarian products and services. In the financial sector, demand literacy fostered emergence of specialized group influencers. These influencers disseminate content, share personal experiences, offer recommendations on decision‐making via social media platforms. This research aims to evaluate when recommend stocks cryptocurrencies document returns individuals would have invested accordingly. The study utilizes hand‐collected dataset with 453 by 21 different Dutch influencers, each more than 1000 followers, pertaining 243 61 cryptocurrencies. investigation is first that focuses pre‐recommendation thereby considers timing influencers' endorsements. Findings indicate tend assets demonstrated strong performance in recent past. However, reveals these recommended are typically negative post‐recommendation. highlights trend where endorsements driven overreliance heuristics, thus suggesting potential adverse impact investors who act recommendations. underscores risks following finfluencer advice, need caution stricter regulatory oversight ensure transparency protect well‐being consumers.

Language: Английский

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How Greenfluencers Boost Climate Action: Why Inspirational Green Leadership Matters

International Journal of Consumer Studies, Journal Year: 2025, Volume and Issue: 49(3)

Published: April 9, 2025

ABSTRACT This study analyses the role of greenfluencers —social media influencers promoting environmental sustainability—in motivating intention to engage in climate action. By drawing on organizational research and integrating concept inspirational leadership, this introduces novel green leadership describe capacity motivate their followers toward sustainable behaviors. Using a survey Australian Instagram users, differentiates between two distinct greenfluencing dimensions—green lifestyle promotion activism— finding both positively influence followers' actions, with activism having stronger impact. Results show that perceived mediates relationship activities action, highlighting importance authenticity credibility. The findings underscore potential drive meaningful behavior change offer practical insights for influencers, brands, policymakers enhance action strategies through social engagement.

Language: Английский

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Perfect imperfection: Vulnerability in influencer communications on social media

Journal of Marketing Management, Journal Year: 2025, Volume and Issue: unknown, P. 1 - 26

Published: April 23, 2025

Language: Английский

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Virtual Influencers, Real Impact: A Narrative Review on Credibility, Generational Trust, and Purchase Intention in Digital Marketing

Sinergi International Journal of Communication Sciences, Journal Year: 2025, Volume and Issue: 3(2), P. 99 - 112

Published: Feb. 28, 2025

This narrative review investigates the impact of influencer marketing on consumer behavior, with a focus dimensions credibility, parasocial relationships, generational response differences, and emerging role virtual influencers. The study aims to synthesize current literature provide an integrative framework understand how these factors shape purchase intent in digital contexts. Using synthesis methodology, draws from recent empirical studies theoretical models analyze psychological mechanisms systemic interact marketing. Key findings reveal that credibility attributes such as trustworthiness, expertise, attractiveness, authenticity, consistency are fundamental influencing trust brand engagement. Parasocial relationships enhance emotional connections between influencers followers, mediating effectiveness endorsement. Furthermore, differences behavior necessitate personalized communication strategies. also highlights dual nature influencers, offering consistent branding but facing challenges perceived authenticity. Systemic influences—such platform algorithms, regulatory frameworks, ethical standards—play critical either enabling or constraining reach campaigns. underscores urgency for adaptive, ethical, transparent practices. It recommends future research into culturally inclusive long-term engagement metrics, data-driven personalization contribute deeper understanding psychology actionable insights both scholars practitioners age social media.

Language: Английский

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Influencer Marketing Unlocked: Understanding the Value Chains Driving the Creator Economy

SSRN Electronic Journal, Journal Year: 2024, Volume and Issue: unknown

Published: Jan. 1, 2024

Language: Английский

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