The role of anthropomorphism and racial homophily of virtual influencers in encouraging low‐ versus high‐cost pro‐environmental behaviors

Psychology and Marketing, Journal Year: 2024, Volume and Issue: 41(8), P. 1833 - 1853

Published: May 2, 2024

Abstract Virtual influencers have great potential to shape the audience's perception and motivate behavioral change. Drawing upon anthropomorphism theory social identity theory, this paper examined interaction effect of racial homophily virtual in shaping audiences' trust subsequently pro‐environmental behaviors low‐ high‐cost contexts. Two online studies employing experimental materials generated by artificial intelligence were conducted. Study 1 revealed that high (human‐like influencers) (local‐like are more effective for eliciting context low‐cost behaviors. The findings also showed low (foreign‐like would further weaken level a influencer (animate‐like influencers). 2 aimed replicate from enhanced influencer. moderated mediation analyses confirmed hypothesized relationships proposed research model. This advanced our understanding on moderating role serves as cognitive shortcut quick decisions. However, (foreign‐like) be symbolic These insights provide valuable guidance businesses, marketers, environmental advocates aiming leverage encouraging sustainability practices.

Language: Английский

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Investigating the effectiveness of virtual influencers in prosocial marketing

Psychology and Marketing, Journal Year: 2024, Volume and Issue: 41(9), P. 2121 - 2135

Published: May 23, 2024

Abstract Heeding the rising popularity of virtual influencers on social media, many established brands are beginning to collaborate with them. Although perceived as novel and exciting, their effectiveness in different areas consumer behavior has not been examined. While previous research compared several attributes human influencers, our is specifically motivated answer: how can marketers increase promoting prosocial causes? Across four experiments employing contexts, we increasing consumers' intentions behaviors. Findings suggest that although more persuasive behaviors, this effect only occurs when a influencer standalone (i.e., affiliated brand). Overall, results imply substantially by making cues brand affiliation salient influencers' posts.

Language: Английский

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Not a human, not for green? The effectiveness of virtual influencers endorsing green products

Journal of Product & Brand Management, Journal Year: 2025, Volume and Issue: unknown

Published: Jan. 3, 2025

Purpose Influencer marketing has emerged as a key strategy for brands to promote green products. The effectiveness of virtual influencers – newer type endorser these products remains unclear. This study aims compare the and human in promoting uncover mechanisms that drive their influence. Design/methodology/approach In this research, hypotheses were examined across three experimental studies. Study 1 initially investigated endorsing 2 identified perceived altruistic motivation congruence product influencer mechanisms. 3 explored moderating effect language (rational vs emotional). Findings findings indicate are generally less effective than products, largely due lower congruence. Yet, using rational promotional posts can enhance Originality/value combines mind perception theory with match-up hypothesis explore intrinsic congruence, specifically from an emotional perspective, based on unique attributes These insights guide selecting suitable endorsers context increasing environmental awareness digitalization.

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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Do they look human? Review on virtual influencers

Management Review Quarterly, Journal Year: 2024, Volume and Issue: unknown

Published: April 29, 2024

Language: Английский

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How real is real enough? Unveiling the diverse power of generative AI‐enabled virtual influencers and the dynamics of human responses

Psychology and Marketing, Journal Year: 2024, Volume and Issue: 41(12), P. 3124 - 3143

Published: Aug. 24, 2024

Abstract Virtual influencers in various forms are capturing a growing share of ad spend from human influencers. Followers respond to virtual much as if they were human, with engagement rates and measures trust source credibility that rival their counterparts. However, there is an acute need for more nuanced understanding the differential characteristics user many emerging forms, types interactional We conduct exploratory study three parts. First, through indepth review existing literature, we delineate implications unsettled taxonomies by function form, outline revised typology. Second, our secondary influencer trade, industry sources conceptualizes divergent factors influencing persuasive capability while identifying intersecting research themes. From this synthesis induce suggestions future practice. Finally, assess, refine adjust framework depth interviews leading expert practitioners generate six key findings guide researched‐backed practice research.

Language: Английский

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Prosocial Campaigns With Virtual Influencers: Stories, Messages, and Beyond

International Journal of Human-Computer Interaction, Journal Year: 2024, Volume and Issue: unknown, P. 1 - 12

Published: Aug. 14, 2024

This research addresses the rising prominence of virtual influencers (VIs) by asking a crucial question: "How can we effectively use to not only reach audiences but also deeply resonate with them, particularly in promoting socially responsible behaviors?" We propose employing narrative messaging enhance influencers' effectiveness delivering prosocial messages. In 2 (VI appearance: human-like vs. anime-like) × (message style: non-narrative) between-subjects design, 320 Gen-Z and younger Millennials were exposed simulated Instagram posts VI discussing cyberbullying. Results indicated that led higher supporting intent message credibility, especially non-narrative condition. However, condition, advantage appearance diminished. These findings highlight significant role reception conditional influence style. Actionable insights for practitioners leveraging VIs social marketing strategies are discussed.

Language: Английский

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When Does Collaborating With Green Influencers Backfire? An Experimental Analysis of how Authenticity Components Shape Consumer Reactions to Sponsored Content

Business Strategy and the Environment, Journal Year: 2025, Volume and Issue: unknown

Published: Jan. 27, 2025

ABSTRACT This study explores the role of perceived authenticity in shaping persuasiveness sponsored content by green influencers. We examine how variations importance six component judgments—accuracy, connectedness, integrity, legitimacy, originality, and proficiency—influence consumers' intentions to change their behavior following influencers' advice case nonsponsored content. To this end, we conducted an experiment with 486 active social media users who follow at least one influencer. Results indicate that, although typically diminishes intent influencer advice, effect is contingent upon relative attributed components consumers. Further, cluster analysis identified distinct consumer segments that vary response based on perceptions authenticity. offer guidance influencers companies authentically tailor sustainable collaborations.

Language: Английский

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Human vs virtual influencers and message framing: enhancing environmental awareness, activism and sustainable purchase intentions through effective messaging

Management Research Review, Journal Year: 2025, Volume and Issue: unknown

Published: Feb. 10, 2025

Purpose With the advent of metaverse, virtual influencers (VIs) are on rise and so is their usage in advertisement various products services. This study aims to explore domain sustainable marketing presents whether a VI can be more effective than human counterparts (HIs) when it comes environmental messaging. The uses concept message frames check which frame influencer type leads communication ultimately purchase decisions. Design/methodology/approach A 2 × experimental design was employed effect (HI vs VIs) effectiveness using positive negative affect intentions followers. combination two-way ANOVA along with PLS-SEM used validate hypothesized relationships. Findings findings from structural equation modelling revealed that HIs still continue better at communicating messages VIs. Further, lines previous research this highlighted importance enhancing posts related causes. Additionally, association between effectiveness, consequential awareness, activism intentions. Originality/value Though there an emergent interest VIs, scant literature exists how they encourage consumer behaviour. attempts fill gap by assessing comparison VIs terms promoting consumption. It novel effort crossover marketing.

Language: Английский

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The Dark Side of a Big Smile: Detrimental Effects of Smile Intensity on Luxury Brand Advertising Effectiveness

Psychology and Marketing, Journal Year: 2025, Volume and Issue: unknown

Published: Feb. 10, 2025

ABSTRACT The expresser's smile is a ubiquitous nonverbal communication cue used to elicit favorable impressions among consumers. However, does the exert persuasive power in luxury advertising, where exclusivity often outweighs approachability? Integrating social‐functional perspective of emotions with stereotype content model social judgments, we explore how, why, and when intensity can adversely impact effectiveness advertising. We demonstrate that neutral expression (vs. slight broad smile) leads higher levels ad engagement scores, click‐through rates, attitudes, purchase behaviors. This effect unique products driven by serial processing mechanism: enhanced competence judgments perceived credibility surface expresser features expression. To provide deeper understanding how vary depending on complementary signals individual level factors, elucidate two boundary conditions: lay rationalism consumers eye gaze direction expresser. Specifically, detrimental perceptions attenuated for low‐lay rationalistic consumers, who base their decisions emotions, while facilitates paired direct an averted gaze). Six preregistered studies, including field data Instagram ads ( N = 435), large‐scale experiments Meta total 233,301), three controlled online 940), using different as well fictitious real brands, support these findings. Theoretically, this research advances literature psychology consumption showing serves visual deterrent Managerially, it offers implications brand marketers leverage psychophysical characteristics facial expressions design positioning strategies.

Language: Английский

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