Smile or Not Smile: The Effect of Virtual Influencers' Emotional Expression on Brand Authenticity, Purchase Intention and Follow Intention DOI Open Access
Kan Jiang, Meilian Qin, Dejun Deng

et al.

Journal of Consumer Behaviour, Journal Year: 2024, Volume and Issue: unknown

Published: Dec. 30, 2024

ABSTRACT Virtual influencer (VI) has become a new tool for brand promotion. The existing researches mainly focus on VI's external feature cues, such as identity, appearance, and sensory factors. In addition to carefully curated images, VI can also display emotions like human influencer. Emotional expression non‐verbal social cue, is key factor influencing consumers. This research focuses emotional cues their impact consumers' behavioral intentions. Based contagion theory (ECT) elaboration likelihood model (ELM), this paper discusses the effect of (smiling vs. non‐smiling) its matching with stereotypes. results three online experiments ( N = 691) show that: firstly, smiling emotion stronger primitive contagion. Secondly, positive authenticity, purchase intention, follow intention through affective empathy cognitive empathy. Finally, study found that smile does not always produce more than smiling. advertising situations highlight competence, without persuasive. Our provide explanation mechanism influence perspective strategy marketing practice.

Language: Английский

Behavioral insights into sustainable food consumption: A perspective from self-determination theory, theory of reasoned action, and environmental engagement DOI
Shivam Rai,

Preeti Narwal

Journal of Environmental Management, Journal Year: 2025, Volume and Issue: 380, P. 125077 - 125077

Published: March 23, 2025

Language: Английский

Citations

0
Understanding the role of minimalism in affecting individuals’ intentions to donate second-hand clothing DOI

Zu Qian Ong,

Kian Yeik Koay

Journal of Social Marketing, Journal Year: 2025, Volume and Issue: unknown

Published: April 22, 2025

Purpose With increasing pollution and waste caused by the fast fashion apparel industry, people are shifting their attention to more environmentally friendly alternatives in clothing consumption. Nevertheless, consumers’ aspirations for socially responsible act of donating second-hand embrace lifestyle simplicity have remained understudied. The purpose this paper is explore role minimalism affecting individuals’ intentions donate clothing, drawing on theory planned behaviour (TPB). Design/methodology/approach Data ( n = 259) were collected through a social media survey analysed using partial least squares structural equation modelling. Findings Obtained findings confirmed positive effects attitudes, injunctive norms, personal norms perceived behavioural control clothing. Minimalism solely moderated relationship between among all variables within investigated TPB framework. However, it also exhibited significant influence as direct predictor descriptive prior Originality/value This study justified applicability redesigned model explicating market’s donation Insightful implications then given aid strategies operations field practitioners.

Language: Английский

Citations

0
Self-created or collaborative? The effects of virtual influencers' identity type and post type on purchase intentions DOI
Kan Jiang, Dailan Zhou,

Xiaoning Bao

et al.

Asia Pacific Journal of Marketing and Logistics, Journal Year: 2024, Volume and Issue: unknown

Published: Nov. 6, 2024

Purpose Considering that when endorsing the same product, virtual influencers with different identity types (self-created, collaborative) can have impacts on consumers' purchasing behaviors, this paper aims to explore how maximize impact effects of VIs' respective identities. It provides companies new perspectives endorsement strategies. Design/methodology/approach The interaction between VI type and post (informational, storytelling) purchase intention was analyzed in four experiments ( N = 1,007), considering informational normative social influence as intermediate mechanisms consumer self-construal moderators. Findings findings show self-created is suited posts collaborative storytelling posts. This identity-content match effectively triggers mechanism: significantly enhance influence. In contrast, primarily stimulate Consumer also moderates process influencing mechanisms. Originality/value Based theory matching theory, confirms existence an types, which influences through finding fills research gap field strategy. emphasizes importance contributes insights into related field.

Language: Английский

Citations

3
Appraisal factors of sustainable purchase intentions in online shopping platform context: PLS-SEM with theory extensions DOI
Ziliang Zhao, Nor Asiah Omar, Hafizah Omar Zaki

et al.

Journal of Retailing and Consumer Services, Journal Year: 2024, Volume and Issue: 82, P. 104118 - 104118

Published: Oct. 13, 2024

Language: Английский

Citations

1
Smile or Not Smile: The Effect of Virtual Influencers' Emotional Expression on Brand Authenticity, Purchase Intention and Follow Intention DOI Open Access
Kan Jiang, Meilian Qin, Dejun Deng

et al.

Journal of Consumer Behaviour, Journal Year: 2024, Volume and Issue: unknown

Published: Dec. 30, 2024

ABSTRACT Virtual influencer (VI) has become a new tool for brand promotion. The existing researches mainly focus on VI's external feature cues, such as identity, appearance, and sensory factors. In addition to carefully curated images, VI can also display emotions like human influencer. Emotional expression non‐verbal social cue, is key factor influencing consumers. This research focuses emotional cues their impact consumers' behavioral intentions. Based contagion theory (ECT) elaboration likelihood model (ELM), this paper discusses the effect of (smiling vs. non‐smiling) its matching with stereotypes. results three online experiments ( N = 691) show that: firstly, smiling emotion stronger primitive contagion. Secondly, positive authenticity, purchase intention, follow intention through affective empathy cognitive empathy. Finally, study found that smile does not always produce more than smiling. advertising situations highlight competence, without persuasive. Our provide explanation mechanism influence perspective strategy marketing practice.

Language: Английский

Citations

1