How language arousal affects purchase intentions in online retailing? The role of virtual versus human influencers, language typicality, and trust

Journal of Retailing and Consumer Services, Journal Year: 2024, Volume and Issue: 82, P. 104106 - 104106

Published: Oct. 4, 2024

Language: Английский

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Maximizing the Consumer Connection: Avatars, Emotions, and Effective Virtual Influencer Advertising

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

Published: Jan. 20, 2025

Abstract Purpose : This study aims to investigate the impact of virtual influencer type (avatar vs. composite) and advertising appeal (informational emotional) on consumer purchase intent within digital contexts. It also examines mediating roles perceived credibility parasocial interaction in influencing behavior. Design/methodology/approach A 2 × between-subjects experiment was conducted with 250 participants exposed simulated advertisements featuring influencers. The manipulated or ad emotional). Participants’ responses were measured alongside assessments interaction. Findings Results indicate that avatar influencers engendered higher levels stronger relationships compared composite Emotional appeals consistently outperformed informational across both types terms enhancing intent. Perceived found have a more substantial effect than Originality research contributes emerging field marketing by offering insights into differential impacts underscores effectiveness emotional storytelling when paired influencers, suggesting novel strategies for optimizing campaigns environments. findings provide theoretical advancements practical implications marketers aiming leverage contemporary social media strategies.

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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Determinants of switching intention towards metaverse shopping: a PPM approach

The Journal of Marketing Theory and Practice, Journal Year: 2025, Volume and Issue: unknown, P. 1 - 18

Published: Jan. 8, 2025

Individuals are motivated to switch alternatives when their existing retailers do not meet expectations. The study intends examine the factors affecting decision of consumers walking out physical stores and opting for metaverse shopping through PPM (Push, Pull, Mooring) framework. data is gathered using a structured online questionnaire Google Forms SMART-PLS software used evaluate results. revealed that expectation disconfirmation alternative attractiveness both significantly impacted switching intention. Buyers' intention was positively influenced by social influence, content creation, tranquility. Remarkably, costs had no impact on customer's This paper contributes research as it first its kind explore from offline results provide valuable insights help retail brand owners, understand identify key attractions consumers.

Language: Английский

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Sanal Etkileyicilerin Yükselişi: Tüketici Tutumları Üzerine Keşfedici Bir Araştırma

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.

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Between human and AI influencers: parasocial relationships, credibility, and social capital formation in a collectivist market: a study of TikTok users in the Middle East

Discover Sustainability, Journal Year: 2025, Volume and Issue: 6(1)

Published: Feb. 18, 2025

Language: Английский

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Single vs multiple collaborations in influencer-driven information dissemination: an evolutionary game model approach

Asia Pacific Journal of Marketing and Logistics, Journal Year: 2025, Volume and Issue: unknown

Published: April 8, 2025

Purpose This paper aims to counteract the time-related decay of information dissemination in social commerce by proposing an evolutionary game model based on complex networks, analyzing how companies with limited budgets strategically select or re-select macro- and meso-influencers maximize effectiveness. Design/methodology/approach The integrates utility environment updating mechanisms simulate individual forwarding decisions, utilizing a purchase intention function influenced environmental personal factors, as well number previous purchasers. A pre-experiment was conducted determine optimal time interval, followed numerical simulations comparing single-stage versus two-stage influencer engagement strategies. Findings Results demonstrate that low brand popularity should prioritize investments macro-influencers at initial stage, particularly risk-averse markets. Those medium-to-high benefit more from strategy, where investment ranges 0.5 0.8, while subsequent remains below 0.5. approach is especially effective markets higher proportion risk-seeking consumers. Research limitations/implications study constrained simulation parameters lacks validation real-world data, which may affect generalizability findings. Future research explore empirical strengthen these insights. Originality/value introduces novel optimizing collaborations strategies, providing valuable insights for adapting communication stage.

Language: Английский

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Social Support from Virtual vs. Human Influencers: Effects on Support Efficacy, Interactivity, and Social Attractiveness

International Journal of Human-Computer Interaction, Journal Year: 2025, Volume and Issue: unknown, P. 1 - 18

Published: April 16, 2025

Language: Английский

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Parasocial Interaction and Virtual Influencers

IGI Global eBooks, Journal Year: 2025, Volume and Issue: unknown, P. 151 - 180

Published: April 11, 2025

In today's digitally driven world, human interaction has transformed significantly, particularly with the emergence of parasocial relationships and virtual influencers. This chapter applies Horton Wohl (1956) (PSI) framework to critically analyze how audiences connect It examines their appeal younger demographics like Generation Z, who are more receptive AI-driven figures, explores brands employ these influencers as marketing agents. Ethical concerns highlighted, including transparency, manipulation, promotion unrealistic standards. The also questions authenticity influencers, given entirely orchestrated personas. Further, provides a comprehensive exploration developments, emphasizing need for ethical responsibility technology continues blur lines between real worlds.

Language: Английский

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Standing out or fitting in? How perceived autonomy affects virtual influencer marketing outcomes

Journal of Business Research, Journal Year: 2024, Volume and Issue: 185, P. 114917 - 114917

Published: Aug. 29, 2024

Language: Английский

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