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.
Journal of Infrastructure Policy and Development,
Journal Year:
2024,
Volume and Issue:
8(8), P. 6352 - 6352
Published: Aug. 7, 2024
This
systematic
literature
review
(SLR)
delves
into
the
realm
of
Artificial
Intelligence
(AI)-powered
virtual
influencers
(VIs)
in
social
media,
examining
trust
factors,
engagement
strategies,
VI
efficacy
compared
to
human
influencers,
ethical
considerations,
and
future
trends.
Analyzing
60
academic
articles
from
2012
2024,
drawn
reputable
databases,
study
applies
specific
inclusion
exclusion
criteria.
Both
automated
manual
searches
ensure
a
comprehensive
review.
Findings
reveal
surge
research
post-2012,
primarily
journals,
with
quantitative
methods
prevailing.
Geographically,
focuses
on
Europe,
Asia
Pacific,
North
America,
indicating
gaps
representation
other
regions.
Key
themes
highlight
engagement’s
critical
role
marketing,
navigating
balance
between
consistency
authenticity.
Challenges
persist
regarding
artificiality
accountability,
managed
through
brand
alignment
transparent
communication.
VIs
offers
advantages,
including
control
cost
efficiencies,
yet
grapple
authenticity
issues,
addressed
human-like
features.
Ethically,
emergence
demands
stringent
guidelines
industry
cooperation
safeguard
consumer
well-being.
Looking
ahead,
promises
transformative
storytelling,
necessitating
vigilance
considerations.
advocates
for
continued
scholarly
inquiry
reflection
navigate
marketing
evolution
responsibly,
shaping
influencer
landscape.
Purpose
This
study
explores
the
intricate
relationship
between
social
media
communication,
consumer
attitude
and
purchase
intention
within
context
of
lifestyle
category
products.
With
rapid
proliferation
platforms,
businesses
have
turned
to
these
platforms
connect
with
consumers
influence
their
purchasing
decisions.
aims
provide
an
in-depth
analysis
how
communication
strategies
impact
attitudes
and,
in
turn,
intentions.
Design/methodology/approach
The
employs
partial
least
squares
structural
equation
modeling
(PLS-SEM)
analyze
data
collected
from
a
sample
consumers.
Findings
results
this
present
that
lack
visibility
(LV),
low-efficiency
levels
(LEL)
unpredictable
elements
(UE)
are
ranked
as
top
three
major
risk
hurdles
whereas
real-time
information
on
package’s
location
(LV1),
putting
GPS
tracking
system
track
last-mile
journey
(OT3)
users
wants
time
package
(LV2)
most
significant
criteria
affecting
practices
modern
logistics
e-commerce
businesses.
Research
limitations/implications
contribute
our
understanding
influences
behavior
product
sector,
shedding
light
underlying
mechanisms
drive
Originality/value
By
constructing
testing
experimentally
research
model
reveals
thorough
pertinent
literature
identifies
multiple
important
influencing
category,
paper
adds
body
knowledge
marketing.
Practical
ramifications
for
firms
examined,
along
suggestions
improving
tactics,
findings.
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.
