Virtual Influencers as Brand Endorsers: Developing and Validating a Multidimensional Evaluation Scale DOI Creative Commons
Yoon Y. Cho

Journal of theoretical and applied electronic commerce research, Journal Year: 2025, Volume and Issue: 20(2), P. 90 - 90

Published: May 1, 2025

Virtual influencers are emerging as a powerful tool in strategic communication, yet their effectiveness brand endorsers remains underexplored. This study aims to develop consumer-centric scale assess virtual influencers’ social media marketing campaigns. The research methodology follows systematic scale-development process. First, an integrated literature review was conducted establish conceptual model for evaluating influencers. Second, initial pool of evaluation items developed and validated by experts. Third, exploratory factor analysis (EFA) with 208 participants the reliability validity preliminary items. Finally, confirmatory (CFA) 209 performed finalize scale. resulting measurement comprises four key dimensions: communication skills, narrative strategies, visual appearance, human-like movement. By introducing structured method grounded anthropomorphism, this enhances assessment digital

Language: Английский

Not a human, not for green? The effectiveness of virtual influencers endorsing green products DOI
Wang Jian-ming,

Guotao Ye,

Jingshu Yang

et al.

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

Citations

1
Virtual personalities, real bonds: anthropomorphised virtual influencers’ impact on trust and engagement DOI
Pooja Goel, Aashish Garg

Journal of Consumer Marketing, Journal Year: 2025, Volume and Issue: unknown

Published: Jan. 7, 2025

Purpose This study aims to understand the relationship among anthropomorphic features, perceived authenticity on customer engagement and electronic word of mouth using integration realism trust theory in context virtual influencers (VI). research also investigates moderation brand familiarity both focal aspects (cognitive affective), cues authenticity. Design/methodology/approach A mall-intercept survey approach was used collect responses a structured from 377 respondents India. The proposed model tested structural equation modelling. Findings findings indicate that physical cognitive features influence trust. However, affective is only influenced by Apart this, higher levels VI contribute towards lead sharing mouth. Finally, moderates between emotional Practical implications popularity driving companies redesign their marketing strategies. Due limitations human influencers, are allocating budgets for VI-based it still unclear how consumers perceive as endorser what would be its implications. suggests looking such physical, humanness VI, along with authentic content shared through them instil Once built, will engaged say positive things about VI. Originality/value fills gap examining contributed dimensions further enhancing examined antecedents.

Language: Английский

Citations

0
Human vs virtual influencers and message framing: enhancing environmental awareness, activism and sustainable purchase intentions through effective messaging DOI
Mehvish Nazir, Tahir Ahmad Wani

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

Citations

0
Love me, love my endorsed brand: unveiling the impact of Generation Z fan’s celebrity worship on online brand advocacy DOI
Lokweetpun Suprawan, Wanny Oentoro, Sarinya L. Suttharattanagul

et al.

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

Published: Feb. 28, 2025

Purpose This study aims to investigate the interrelationship among consumers, celebrities and brands within social media environments. It proposes a theoretical framework based on an integrative approach that combines parasocial relationship theory meaning transfer model. Design/methodology/approach collected data from 342 Generation Z fans, structural equation modeling was used for analysis. Findings The results revealed use strongly affects celebrity worship, but its impacts brand love online advocacy are weak. Celebrity worship significantly influences love; however, with is nonsignificant, highlighting crucial mediating role of love. effects strengthened between advocacy. Originality/value By using approach, this advances understanding dynamics consumer–brand relationships, revealing serial path highlights roles

Language: Английский

Citations

0
Virtual Influencers as Brand Endorsers: Developing and Validating a Multidimensional Evaluation Scale DOI Creative Commons
Yoon Y. Cho

Journal of theoretical and applied electronic commerce research, Journal Year: 2025, Volume and Issue: 20(2), P. 90 - 90

Published: May 1, 2025

Virtual influencers are emerging as a powerful tool in strategic communication, yet their effectiveness brand endorsers remains underexplored. This study aims to develop consumer-centric scale assess virtual influencers’ social media marketing campaigns. The research methodology follows systematic scale-development process. First, an integrated literature review was conducted establish conceptual model for evaluating influencers. Second, initial pool of evaluation items developed and validated by experts. Third, exploratory factor analysis (EFA) with 208 participants the reliability validity preliminary items. Finally, confirmatory (CFA) 209 performed finalize scale. resulting measurement comprises four key dimensions: communication skills, narrative strategies, visual appearance, human-like movement. By introducing structured method grounded anthropomorphism, this enhances assessment digital

Language: Английский

Citations

0