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.
British Journal of Management,
Journal Year:
2024,
Volume and Issue:
36(1), P. 202 - 222
Published: May 30, 2024
Abstract
Although
virtual
influencers,
that
is,
computer‐generated
personas,
have
been
a
growing
trend
in
marketing,
we
still
know
very
little
about
their
impact
on
consumers’
attitudes
and
behaviour.
To
bridge
this
gap,
study:
(a)
explores
individuals’
acceptance
of
influences
induced
by
influencers
(b)
investigates
how
influence
translates
into
Drawing
Social
Influence
Theory,
first
conducted
comprehensive
literature
review
to
extract
the
key
attributes
(i.e.
warmth,
relatedness,
interactivity,
competence,
empathy,
uniqueness,
fairness
credibility)
as
enablers
engagement
can
determine
acceptance.
Then,
based
601
survey
responses
using
fuzzy‐set
qualitative
comparative
analysis,
analysed
associations
between
engagement,
processes
compliance,
identification
internalization)
behavioural
(purchase
intention
behaviour
adoption).
Our
findings
highlight
various
sets
influencer
lead
high
degrees
internalization,
responses.
We
contribute
explaining
causes
persuasiveness
effectiveness
stimulating
study
also
offers
practical
insights
brand
managers
leverage
online
marketing
strategies.
International Journal of Contemporary Hospitality Management,
Journal Year:
2024,
Volume and Issue:
unknown
Published: Sept. 20, 2024
Purpose
This
study
aims
to
examine
how
virtual
influencers
(VIs)
affect
purchase
intentions
in
tourism
and
hospitality
e-commerce
live
streaming
(THCLS)
by
focusing
on
the
roles
of
VIs’
source
credibility,
trust
products,
VIs,
emotional
engagement,
parasocial
relationships
influencer–product
congruence.
Design/methodology/approach
Survey
data
from
416
active
viewers
VIs
THCLS
were
analysed
using
partial
least
squares
structural
equation
modelling.
Findings
highlights
importance
which
positively
affects
product,
engagement.
However,
credibility
does
not
have
a
positive
impact
relationships.
Trust
products
influences
VIs.
Emotional
engagement
significantly
influence
relationships,
which,
intentions.
Influencer–product
congruence
strengthens
link
between
but
moderate
relationship
No
significant
gender
differences
observed,
although
minor
discrepancies
noted
effect
The
importance–performance
map
analysis
revealed
that
are
most
important
factor
influencing
intentions,
while
has
highest
performance,
is
lowest
performance.
Practical
implications
provides
actionable
insights
for
marketers
leveraging
sector,
emphasizing
strategies
enhance
VI
foster
ensure
adopt
gender-neutral
marketing
approaches
effectively
Originality/value
offers
theoretical
practical
into
role
THCLS,
illuminating
their
consumer
behaviour
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.
