Journal of theoretical and applied electronic commerce research,
Journal Year:
2025,
Volume and Issue:
20(2), P. 82 - 82
Published: April 24, 2025
With
the
rapid
development
of
metaverse
technology
in
marketing
field,
it
has
become
increasingly
important
to
understand
consumer
purchase
intentions
for
AI
Brand
Endorsers
(AIBEs)
within
this
digital
environment.
Based
on
cognitive–affective–behavioral
(CAB)
theory,
study
constructs
a
new
theoretical
framework
explore
key
factors
influencing
AIBE-recommended
products
context
metaverse.
We
conducted
an
online
survey
with
302
Generation
MZ
consumers
who
have
purchasing
experience,
employing
Partial
Least
Squares
Structural
Equation
Modeling
(PLS-SEM)
in-depth
data
analysis
and
model
evaluation.
Additionally,
we
performed
Multi-Group
Analysis
(MGA)
reveal
differences
among
various
occupations
generations.
The
findings
indicate
that
attractiveness
(ATT),
anthropomorphism
(ANT),
interactivity
(INT)
significantly
influence
hedonic
motivation
(HM)
social
presence
(SP).
Furthermore,
authenticity
(AUT)
positively
affects
both
SP
trust
AIBEs
(TAI).
Consumer
intention
(PI)
is
impacted
by
but
not
directly
influenced
HM
TAI.
Notably,
readiness
(optimism
innovativeness)
influences
PI
does
alter
potential
moderating
effects
HM,
SP,
This
only
broadens
deepens
application
CAB
theory
also
elucidates
future
research,
providing
practical
implications
guidance
marketers
enhance
boost
product
sales.
Journal of Retailing and Consumer Services,
Journal Year:
2024,
Volume and Issue:
79, P. 103790 - 103790
Published: March 12, 2024
Recent
studies
have
demonstrated
the
potential
of
generative
artificial
intelligence
(GenAI)
in
enhancing
marketing
content.
However,
its
impact
on
consumer
behavior
has
remained
empirically
untested.
In
response
to
social
media
platforms
mandating
disclosure
GenAI
content,
we
investigate
how
followers
perceive
brands
that
use
for
content
creation.
Drawing
from
literature
algorithm
aversion
and
brand
authenticity,
results
three
experimental
indicate
brands'
adoption
induces
negative
attitudinal
behavioral
follower
reactions.
These
effects
are
mediated
by
followers'
perceptions
authenticity
can
be
triggered
disclosure.
Negative
reactions
attenuated
if
is
used
assist
humans
creation
rather
than
replace
them
through
automation.
Our
findings
underscore
need
nuance
unlock
economic
benefits
without
compromising
relationships
with
consumers.
Journal of Retailing and Consumer Services,
Journal Year:
2024,
Volume and Issue:
79, P. 103831 - 103831
Published: March 26, 2024
The
surge
in
social
media's
popularity
has
catalyzed
the
emergence
and
growth
of
media
influencers
(SMIs)
their
pivotal
role
marketing
strategy.
This
study
examines
impact
SMI
over-endorsement
on
consumer
purchase
intentions,
mediating
this
relationship
through
influencer
authenticity
credibility,
moderating
it
with
product
interest.
Employing
a
moderated-mediation
model
using
partial
least
squares
structural
equation
modeling
(PLS-SEM),
analyzes
survey
data
collected
from
303
users.
Contrary
to
intuitive
expectations,
does
not
directly
affect
intentions;
instead,
its
negative
influence
is
significantly
mediated
by
reduced
perceptions
credibility
among
SMIs,
interest
serving
as
mitigating
mechanism.
revelation
challenges
conventional
beliefs
revealing
that
repercussions
excessive
endorsements
are
erosion,
overshadowing
any
concerns
regarding
authenticity.
Importantly,
adverse
effect
can
be
mitigated
fostering
strategic
buffer.
suggests
rather
than
curtailing
endorsement
frequencies,
brands
SMIs
should
focus
amplifying
(e.g.,
enhancing
engagement
relevance)
thus
sustain
or
even
increase
activities
without
compromising
perceived
influencers,
thereby
maintaining
effectiveness
campaigns.
therefore
contributes
novel
insights
into
dynamics
marketing,
particularly
effects
behavior
conditions
under
which
these
may
neutralized.
International Journal of Consumer Studies,
Journal Year:
2025,
Volume and Issue:
49(1)
Published: Jan. 1, 2025
ABSTRACT
Drawing
on
the
stimulus‐organism‐response
(S‐O‐R)
framework,
current
work
contends
that
interplay
between
Humanoid
Virtual
Influencer
(HVI)
traits
acts
as
a
stimulus
shapes
consumers'
sense
of
social
presence
and
perception
HVI's
attractiveness,
which
in
turn
influences
their
willingness
to
follow
recommendations
purchase
intention.
Four
online
survey
studies
were
conducted
among
Instagram
users
Japan.
The
results
from
Study
1
show
animism
partially
mediates
impact
HVI
anthropomorphism
presence.
Moreover,
2
reveals
warmth
competence
dimensions,
stereotypical
evaluations,
mediate
influence
Unexpectedly,
3
found
attractiveness
does
not
linkage
disposition
recommendations.
However,
4
mediating
factor
pathway
intention
make
purchase.
This
research
expands
existing
literature
by
considering
an
additional
characteristic
HVIs
examining
its
evaluations.
These
insights
provide
practical
implications
for
retail
marketers
who
collaborate
with
advertising
efforts.
Young Consumers Insight and Ideas for Responsible Marketers,
Journal Year:
2024,
Volume and Issue:
25(6), P. 851 - 868
Published: June 24, 2024
Purpose
Based
on
the
computers
as
social
actors
(CASA)
theory,
this
study
aims
to
explore
impact
of
three
characteristics
virtual
influencers
(conversational
tone,
autonomy
and
responsiveness)
presence,
telepresence
customer
engagement.
Design/methodology/approach
Using
purposive
sampling
technique,
online
survey
was
administered
Chinese
Gen-Z
consumers
engaging
with
influencers.
Subsequently,
357
respondents
were
sampled.
SPSS
29.0
Smart
PLS
4.0
used
perform
analyses.
Findings
The
results
show
that
conversational
tone
responsiveness
have
significant
positive
effects
both
presence
telepresence.
Autonomy
has
a
effect
telepresence,
but
not
presence.
Social
Originality/value
As
burgeoning
field,
there
is
still
uncertainty
among
practitioners
researchers
about
methods
engage
their
users
in
context
media.
Limited
research
focused
(social
telepresence)
due
Therefore,
CASA
theory
offers
valuable
insights
into
how
influencers’
contribute
engagement
provides
practical
guidance
for
design
