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.
Journal of theoretical and applied electronic commerce research,
Journal Year:
2025,
Volume and Issue:
20(1), P. 36 - 36
Published: Feb. 25, 2025
Modern
commercial
organizations
have
started
to
embrace
the
metaverse
platform
as
a
new
channel
for
marketing
their
products
and
services.
As
prominent
brand
representatives,
virtual
influencers
are
responsible
strengthening
consumer–brand
connections
in
metaverse.
However,
ways
which
contribute
consumers’
fidelity
evangelistic
behaviors
remain
unknown.
To
address
this
gap,
work
explores
essential
factors
that
impact
intention
trust
metaverse,
purchase
they
promote,
engage
behaviors.
Specifically,
framework
is
developed
integrates
influencers’
efforts,
perceived
coolness,
anthropomorphism,
evangelism,
into
comprehensive
conceptual
research
model.
Survey
results
obtained
from
713
respondents
US
demonstrate
anthropomorphism
positively
influence
evangelism.
The
findings
also
indicate
encourages
evangelism
mediates
relationship
between
features,
behavior.
This
study’s
significance
lies
its
focus
on
evolving
dynamics
It
considers
how
features
efforts
brand-related
attitudes
offering
valuable
insights
advancement
of
practice.
Asia Pacific Journal of Marketing and Logistics,
Journal Year:
2025,
Volume and Issue:
unknown
Published: Feb. 26, 2025
Purpose
Building
on
the
core
concept
of
anthropomorphism
and
empathy-helping
theory,
this
research
aims
to
examine
how
product
buyer
usage
intentions
affect
sellers’
pricing
in
second-hand
markets
as
well
explore
psychological
dynamics
underlying
these
effects.
Design/methodology/approach
To
test
hypotheses,
a
series
four
experiments
were
conducted.
Studies
1a
(
n
=
140)
1b
employed
one-factor
(product
anthropomorphism:
yes
vs
no)
between-subject
design
used
chi-square
analysis.
Study
2
145)
3
162)
(usage
intention:
protective
destructive)
×
two-way
ANOVA
moderated
mediation
Findings
The
study
found
that
even
when
potential
buyers
with
destructive
(vs
protective)
offer
higher
prices,
sellers
anthropomorphized
non-anthropomorphized)
products
are
less
willing
choose
them
(Studies
1b).
When
express
intentions,
discounts
(Study
2),
lowest
price
they
accept
is
3).
level
perceived
capacity
for
pain
mediates
effects
Originality/value
These
findings
insights
into
application
strategies
transactions
products.
Journal of Consumer Marketing,
Journal Year:
2025,
Volume and Issue:
unknown
Published: March 3, 2025
Purpose
Homophily,
a
prominent
phenomenon
in
social
networking,
profoundly
shapes
user
behaviors
on
media
but
has
not
been
well
studied
the
livestream
commerce
context.
This
study
aims
to
investigate
its
moderation
role
leveraging
effects
of
key
factors
–
perceived
expertise
live
streamers
and
interaction
during
streaming
audience
trust,
critical
determinant
purchase
intentions.
Design/methodology/approach
A
survey
was
conducted
among
shoppers
Taobao.
sample
313
responses
analyzed.
SPSS
(version
29)
used
for
general
statistical
analysis.
The
partial
least
squares
structural
equation
modeling
approach
with
SmartPLS
4.1
software
assess
research
model
hypotheses.
Findings
results
reveal
noteworthy
differential
homophily:
it
negatively
moderates
expertise–trust
association
positively
interaction–trust
relationship.
When
perceives
strong
homophily
streamers,
their
trust
these
becomes
increasingly
contingent
level
interaction,
whereas
effect
diminishes.
Originality/value
insights
are
novel
literature.
These
findings
extend
theoretical
understanding
provide
valuable
guidance
marketers
platforms
seeking
reinforce
drive
intentions
commerce.
Journal of Consumer Marketing,
Journal Year:
2025,
Volume and Issue:
unknown
Published: March 31, 2025
Purpose
Artificial
intelligence
(AI)-enabled
chatbots
are
considered
one
of
the
most
intelligent
applications
with
a
high
degree
anthropomorphism
as
they
can
make
interactions
and
conversations
customers
more
human-like.
Therefore,
this
study
aims
to
discover
how
AI
shape
different
aspects
online
customer
experience
reactions,
such
emotional
brand
attachment
loyalty.
Design/methodology/approach
This
adopted
flow
model
theoretical
base.
The
current
was
also
extended
by
considering
service
agents
quality
(AISAQUAL).
A
quantitative
approach
validate
research
test
main
hypotheses.
an
survey
questionnaire
conducted
500
using
AI-enabled
in
Jordan.
Findings
Statistical
results
supported
strong
significant
impact
AISAQUAL
on
experience,
which
turn
significantly
predicted
both
Research
limitations/implications
conceptual
considers
two
factors
–
key
drivers
experience.
In
regard,
R
2
value
60%
recorded
chatbots,
other
may
contribute
influencing
customers’
chatbots.
Some
important
be
future
studies
include
capabilities
(Urbani
et
al.
,
2024),
cultural
differences
(Shams
perceived
credibility
(Shin,
2022)
reciprocity
(Adam
Benlian,
2023).
Practical
implications
provides
valuable
guidelines
for
providers,
practitioners
designers.
These
help
build
successful
that
enhance
create
attractive
unique
user
experiences.
Originality/value
comprehensive
proposed
offers
holistic
understanding
psychological,
personal
environmental
overall
From
methodological
perspective,
successfully
used
statistically
empirically
validated
metrics
measure
model,
particularly
context
Middle
East
(Jordan).
Future
apply
these
robustly
evaluate
effectiveness
anthropomorphic
similar
contexts.
