Journal of Business Research,
Journal Year:
2024,
Volume and Issue:
185, P. 114916 - 114916
Published: Aug. 26, 2024
A
C
TComputer-generated
virtual
influencers
(VIs)
are
increasingly
used
in
advertising
as
there
many
advantages.In
four
experimental
studies,
two
types
of
VIs
and
their
impact
on
effectiveness
compared.Key
findings
that
highly
human-like
lead
to
higher
trustworthiness,
while
a
more
cartoon-like
appearance
increases
novelty.The
reasoning
behind
the
varying
evaluation
VI
is
explored
through
lens
psychological
distance
construal
level
theory,
suggesting
appropriate
message
focus
enhances
influencers'
benefits
moderator.It
further
shown
different
cultural
settings
play
an
important
role
for
perception,
finding
cartoon-influencer's
novelty
effect
restricted
consumer
groups
low
familiarity.The
studies
contribute
growing
literature
effectiveness,
delivering
theoretical
underpinning
assessment.Managerially,
it
concluded
both
can
be
successful
endorsers,
but
under
careful
consideration
various
factors.
Electronic Commerce Research and Applications,
Journal Year:
2024,
Volume and Issue:
65, P. 101381 - 101381
Published: March 19, 2024
We
propose
metaverse
as
a
medium
for
customer
brand
active
engagement
and
stimulating
the
purchase
intentions
towards
in
real
world.
The
participants
recruited
study
were
Gen
Z
respondents
who
are
main
adopters
of
metaverse.
'Nikeland'
Roblox
(one
successful
early
versions
metaverse)
was
chosen
experiential
space
participants.
results
indicated
that
new
age
consumers
looking
forward
to
futuristic
technology
platform
reported
interactivity
(user
control,
two-way
communication,
synchronicity)
world
positively
impacts
consumers'
experience
trust,
knowledge
attachment
which
turn
impact
leading
'consumer
intention
product
experienced
metaverse'
marketers
advertisers
can
engage
customers
through
initiatives
like
Digital
bill
boards,
NFTs,
virtual
events,
tours,
avatars
stores.
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.
Advances in marketing, customer relationship management, and e-services book series,
Journal Year:
2024,
Volume and Issue:
unknown, P. 158 - 171
Published: June 24, 2024
Metaverse
technologies
have
become
ground-breaking
tools,
changing
the
way
businesses
interact
with
consumers
and
analyze
their
behavior.
This
research
examines
innovative
marketing
strategies
that
focus
on
enhancing
customer
experiences
comprehending
consumer
behavior
through
cutting-edge
technologies,
platforms,
models.
Businesses
can
create
interactive
realistic
for
clients
in
a
vibrant
immersive
setting
provided
by
Metaverse.
Companies
virtual
storefronts
utilizing
VR
AR
allowing
customers
to
explore
products
services
visually
compelling
ways.
The
chapter
provides
summary
of
origins
metaverse
marketing,
further
explanations
about
employed
creation
strategies.
main
trends
implications
are
presented,
along
discussion
current
state
art
which
was
originally
developed
‘father
modern
marketing,'
Philip
Kotler.
Journal of Consumer Behaviour,
Journal Year:
2024,
Volume and Issue:
23(5), P. 2217 - 2233
Published: April 10, 2024
Abstract
Metaverse
is
portrayed
as
the
next
significant
technology
innovation
with
an
estimated
market
opportunity
of
US
$800
billion.
offers
numerous
opportunities
and
unmatchable
user
experience,
yet
its
acceptance
among
masses
still
a
long
way
off.
Moreover,
within
2
years
existence
grandiose
hype
about
huge
potential,
current
business
sentiments
are
not
so
hopeful.
Despite
positive
encouraging
feedback,
reasons
behind
limited
success
metaverse
need
scientific
exploration.
This
study
uses
netnography
to
collect
online
data
from
751
articles
(news
articles,
expert
opinions,
perspectives,
blogs).
Further,
we
use
text‐mining
method
structural
topic
modeling
generate
insights
text
perform
sentiment
analysis.
The
identified
topics
mapped
explained
using
behavioral
reasoning
theory
highlight
“reasons
for”
against”
adoption.
study's
findings
identify
flexibility,
brand
human
centricity,
virtual
retail
experience
enablers
metaverse,
while
regulatory
issues,
usage
barriers,
financial
investment,
skepticism
act
barriers
adopting
metaverse.
social
adventure
influence
were
categorized
under
subjective
norms.
contributes
scarce
literature
on
adoption
actionable
marketers
craft
marketing
strategies
benefit
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.
International Journal of Contemporary Hospitality Management,
Journal Year:
2024,
Volume and Issue:
36(13), P. 57 - 76
Published: April 30, 2024
Purpose
This
paper
aims
to
provide
a
critical
reflection
on
the
management
of
experiences
in
hospitality
and
tourism
(H&T).
The
investigates
evolution
experience
research,
while
discussing
emerging
challenges
opportunities
for
management.
Design/methodology/approach
study
adopts
reflective
approach
providing
future
directions
research.
Three
major
fields
are
identified
discuss
advances,
research:
conceptualization
dimensions
experiences;
relational
network
management;
theoretical
methodological
approaches.
Findings
proposes
mindset
shift
guide
but
also
redirect
research
thinking
managerial
practices
about
role
economy
society.
proposed
humanized
perspective
is
deemed
important
given
contemporary
socio-economic,
environmental
technological
environment.
Research
limitations/implications
identifies
set
implications
help
scholars
professionals
alike
implement
Implications
relate
conceptualization,
approaches
Originality/value
critically
assesses
around
customer
(CEM)
H&T
contexts.
look
at
not
only
informs
advancing
knowledge
practice
nature
CEM
society
economy.
Computers in Human Behavior Artificial Humans,
Journal Year:
2024,
Volume and Issue:
2(1), P. 100059 - 100059
Published: Jan. 1, 2024
Virtual
influencers,
or
fictional
CGI-generated
social
media
personas,
are
gaining
popularity.
However,
research
lacks
information
on
how
they
compare
to
human
influencers
in
shaping
consumer
attitudes
and
purchase
intent.
This
study
examines
whether
perceived
homophily
para-social
relationships
mediate
the
effect
of
influencer
type
intent
moderating
authenticity.
A
2
×
between-subjects
experiment
manipulated
(virtual
vs.
human)
product
(hedonic
utilitarian).
Young
adult
participants
viewed
an
Instagram
profile
a
lifestyle
influencer.
Authenticity,
homophily,
relationship,
were
measured
using
established
scales.
Perceived
significant
interaction
showed
that
authenticity
moderated
mediated
pathway,
such
indirect
via
relationship
was
stronger
for
influencers.
Maintaining
authentic
persona
is
critical
virtual
sway
behaviours,
especially
audiences
less
familiar
with
media.
