Against the Green Schema: How Gen‐AI Negatively Impacts Green Influencer Posts DOI
Priya Narayanan

Psychology and Marketing, Journal Year: 2024, Volume and Issue: unknown

Published: Nov. 26, 2024

ABSTRACT The current research examines the impact of using AI‐generated images (vs. real photographs) in social media posts green influencers, by relying on schema congruity theory. Three experimental studies show that compared to photographs, use are less likely receive favorable consumer responses. This effect arises from incongruity between gen‐AI and activated post, which causes a) lower perceived appropriateness a image context, leading b) authenticity post. In attempting counter this negative AI, reason for is ineffective but generated purpose‐built AI aligns with cause fully mitigates observed issue. By identifying explaining specific work extends influencers general marketing. Findings encourage sustainable brands cautiously.

Language: Английский

Endorsing alone or with humans: Investigating the impact of virtual influencers’ presentation formats on endorsement effectiveness DOI
Guangkuan Deng, Jiayi Kang,

HE Li-juan

et al.

Journal of Retailing and Consumer Services, Journal Year: 2025, Volume and Issue: 84, P. 104248 - 104248

Published: Feb. 3, 2025

Language: Английский

Citations

1
Do they look human? Review on virtual influencers DOI
Padma Angmo, Rachna Mahajan, Antonio Batista da Silva Oliveira

et al.

Management Review Quarterly, Journal Year: 2024, Volume and Issue: unknown

Published: April 29, 2024

Language: Английский

Citations

7
Can virtual influencers affect purchase intentions in tourism and hospitality e-commerce live streaming? An empirical study in China DOI
Teng Yu, Ai Ping Teoh, Qing Bian

et al.

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

Language: Английский

Citations

7
Anthropomorphic last-mile robots and consumer intention: An empirical test under a theoretical framework DOI
Shibo Xu, X Zhang,

R Kim

et al.

Journal of Retailing and Consumer Services, Journal Year: 2024, Volume and Issue: 81, P. 104028 - 104028

Published: Aug. 3, 2024

Language: Английский

Citations

6
Fostering Parasocial Relationships with Virtual Influencers in the Uncanny Valley: Anthropomorphism, Autonomy, and a Multigroup Comparison DOI
Fanjue Liu, Rang Wang

Journal of Business Research, Journal Year: 2024, Volume and Issue: 186, P. 115024 - 115024

Published: Oct. 21, 2024

Language: Английский

Citations

4
A systematic literature review of virtual idol from the perspective of the business role ecosystem DOI
Yiran Wang, Zhongjun Tang, Wanqiu Wang

et al.

Internet Research, Journal Year: 2025, Volume and Issue: unknown

Published: Jan. 2, 2025

Purpose Virtual idols have entered the golden period as main form of future digital people. However, existing studies only focus on a single idol type and partial role relationships related to virtual idols, lacking synthesized insights. To address these gaps, this paper summarizes different types all achieve comprehensive literature review. Design/methodology/approach Based business ecosystem theory, constructs framework for from two subsystems value co-creation realization. Findings Firstly, we extract common characteristics generalized definition applicable diverse types. Secondly, find that there are commonalities differences in significant application fields. Thirdly, subsystem mainly focuses mechanisms relationship between demanders (RRID). A few idols’ constructions producers (RRPI) phenomena (RRDP). Finally, realization consumer attitudes RRID. tripartite enterprises (RRPT) RRPI. Practical implications This points out implementing directions industry practitioners, gives strategies promote economic realizations emphasizes importance cultural communication. Originality/value discusses theoretical gaps possible research regarding characteristics, applications relationships.

Language: Английский

Citations

0
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
The Moderating Role of Homophily and Need for Uniqueness in the Relationship Between Anthropomorphism of Virtual Influencer and Intention to Imitate and Word of Mouth DOI
Jihyeon Lee, Hanku Kim

International Journal of Human-Computer Interaction, Journal Year: 2025, Volume and Issue: unknown, P. 1 - 12

Published: Jan. 10, 2025

With the recent gradual reduction in negative perceptions of virtual influencers (VIs), understanding how consumers perceive VIs' anthropomorphism and its impact on forming consumer relationships is critical for increasing marketing effectiveness. To gain a better form with VIs, this study examined VI characteristics as well personalities. The study's data were collected from sample 266 social media users. results show that VI's positively affected parasocial relationship (PSR). This association was reinforced by homophily, whereas neede uniqueness dampened it. PSR influenced trust, intention to imitate, word-of-mouth (WOM). Moreover, trust imitation WOM. aimed broaden theoretical understanding, specifically consumers' responses which an emerging research area, while providing practical recommendations companies incorporating VIs into their strategies.

Language: Английский

Citations

0
Delight my brain and my eyes: Credibility and aesthetic judgments of endorsers DOI Creative Commons
Sara Alida Volkmer, Martin Meißner

Journal of Retailing and Consumer Services, Journal Year: 2025, Volume and Issue: 84, P. 104217 - 104217

Published: Jan. 13, 2025

Language: Английский

Citations

0
Artificial Intelligence Influencers’ Credibility Effect on Consumer Engagement and Purchase Intention DOI Creative Commons
Sudarsan Jayasingh, S. Arunkumar,

Arputha Arockiaraj Vanathaiyan

et al.

Journal of theoretical and applied electronic commerce research, Journal Year: 2025, Volume and Issue: 20(1), P. 17 - 17

Published: Jan. 23, 2025

In the evolving world of influencer marketing, Artificial Intelligence (AI) influencers are creating significant impact and transforming approach to brand promotions on social media platforms. recent times, many popular brands have partnered with AI engage their audiences. become as a novel method for increase customer engagement create purchase intention, but there is scarcity research this emerging trend marketing. The AI-based virtual effect consumer intention remain largely unexplored. This study used questionnaire-based survey 414 responses were collected. result from shows that credibility, informative value human-likeness major factors influencing towards promoted through influencers. attractiveness entertainment influencer’s posts affect exhibit no intention. Theoretical managerial recommendations related influencers’ marketing presented.

Language: Английский

Citations

0