Journal of Hospitality Marketing & Management,
Journal Year:
2024,
Volume and Issue:
unknown, P. 1 - 30
Published: Nov. 18, 2024
In
the
dynamic
realm
of
influencer
marketing,
hospitality
virtual
influencers
(HVIs)
are
emerging
as
a
prominent
player.
Grounded
in
Stimulus-Organism-Response
(SOR)
model,
this
study
explores
factors
influencing
users'
intention
to
adhere
HVIs
recommendations.
Data
were
collected
from
cohort
290
participants
through
an
online
crowdsourcing
platform.
SmartPLS
used
run
SEM,
mediation
and
moderation
analysis.
Results
indicate
that
follow
recommendations
is
positively
affected
by
interest
fit,
perceived
credibility,
flow
experience.
Mimetic
desire
mediates
relationship
between
homophily,
experience,
Moreover,
charisma
significantly
moderates
anthropomorphism,
mimetic
desire.
Furthermore,
parasocial
relationships
moderate
association
anthropomorphism
The
provides
practical
insights
valuable
for
brands
leverage
their
marketing
strategies,
ultimately
enhancing
overall
user
engagement.
Asia Pacific Journal of Marketing and Logistics,
Journal Year:
2025,
Volume and Issue:
unknown
Published: Jan. 21, 2025
Purpose
Nowadays,
more
and
brands
are
developing
their
own
virtual
ambassadors
for
interactive
communication
marketing
with
consumers.
Exploring
the
effectiveness
of
brand
on
consumer
behavior
is
crucial
to
understanding
interactions
between
brands,
consumers
as
well
further
increasing
engagement
in
AI-mediated
marketing.
Design/methodology/approach
This
study
investigated
different
effects
terms
ambassadors’
anthropomorphism,
experience
through
a
mixed
method
questionnaires
semi-structured
interviews.
Findings
The
results
indicate
that
consumers’
sharing,
reviewing
purchasing
significantly
positively
influenced
by
anthropomorphism
experience.
In
addition,
specific
anthropomorphic
features
experiences
were
discussed
detail.
Originality/value
helps
develop
manage
communication.
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
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.
Current Issues in Tourism,
Journal Year:
2025,
Volume and Issue:
unknown, P. 1 - 17
Published: Jan. 13, 2025
The
global
tourism
industry
is
experiencing
extensive
revolutions
not
only
due
to
the
COVID-19
outbreak
but
also
cutting-edge
technologies,
including
metaverse
(MV).
This
can
benefit
from
advances
of
this
technology
respond
challenges.
Therefore,
we
develop
a
metaverse-based
model
that
investigates
impact
consumer's
experience
with
MV
system,
MV-mediated-interaction
and
MV-mediated-immersion
on
engagement
its
consequent
influence
satisfaction
behavioural
intentions
physically
visit
destination
(BIPVD),
employing
stimulus-organism-response
perspective.
We
collected
data
212
respondents,
who
were
users
differing
applications,
tested
through
PLS-SEM.
First,
findings
indicate
positive
effect
system
satisfaction.
Second,
results
confirm
significant
MV-mediated
interaction
engagement.
Third,
revealed
immersion
BIPVD.
Fourth,
suggest
strong
Finally,
support
MV-engagement's
mediating
role
in
predicting
conclude
by
drawing
key
theoretical/practical
implications.
