Journal of Retailing and Consumer Services, Journal Year: 2025, Volume and Issue: 85, P. 104265 - 104265
Published: Feb. 27, 2025
Language: Английский
Citations
1Artificial humanity: A multi-method exploration of user responses to AI influencer affordances in short video platform
Telematics and Informatics, Journal Year: 2025, Volume and Issue: unknown, P. 102245 - 102245
Published: Feb. 1, 2025
Language: Английский
Citations
0Bridging the virtual and real: emotional engagement in virtual influencer endorsements
Young Consumers Insight and Ideas for Responsible Marketers, Journal Year: 2025, Volume and Issue: unknown
Published: April 17, 2025
Purpose This study aims to investigate the emotional dynamics underpinning fan engagement in virtual influencer endorsements, using Chinese idol Luo Tianyi as an illustrative case. Design/methodology/approach uses a phenomenological approach explore behavior focusing on Tianyi. In-depth interviews capture fans’ authentic emotions and perceptions, while netnographic analysis of online communities provides additional contextual insights. combined methodology offers comprehensive understanding purchasing behaviors. Findings The research identifies authenticity, entertainment value esthetic appeal critical antecedents that attention cultivate attachment. Intimate interactions during stages interest desire amplify resonance reinforce cognitive consistency, ultimately facilitating brand recognition purchase intention. These fans actively coconstruct ecosystem – functioning simultaneously content producers, disseminators consumers through feedback, sharing Originality/value contributes novel theoretical insights by unpacking mechanisms driving with influencers. It demonstrates how influencers forge deep bonds strategic framework for brands align more effectively value-oriented dimensions their target audiences. dual alignment axiological can enhance user engagement, sustain long-term brand-fan offer competitive advantage increasingly saturated marketplace.
Language: Английский
Citations
0Parasocial Interaction and Virtual Influencers
IGI Global eBooks, Journal Year: 2025, Volume and Issue: unknown, P. 151 - 180
Published: April 11, 2025
In today's digitally driven world, human interaction has transformed significantly, particularly with the emergence of parasocial relationships and virtual influencers. This chapter applies Horton Wohl (1956) (PSI) framework to critically analyze how audiences connect It examines their appeal younger demographics like Generation Z, who are more receptive AI-driven figures, explores brands employ these influencers as marketing agents. Ethical concerns highlighted, including transparency, manipulation, promotion unrealistic standards. The also questions authenticity influencers, given entirely orchestrated personas. Further, provides a comprehensive exploration developments, emphasizing need for ethical responsibility technology continues blur lines between real worlds.
Language: Английский
Citations
0Configuration Path Analysis of the Virtual Influencer’s Marketing Effectiveness
Journal of theoretical and applied electronic commerce research, Journal Year: 2025, Volume and Issue: 20(2), P. 95 - 95
Published: May 8, 2025
As an emerging marketing tool, virtual influencers (VIs) have attracted increasing scholarly attention. However, existing research predominantly adopts linear causal analysis models, which fail to capture the complex, nonlinear interaction between consumers and VIs. Grounded in 5W communication model utilizing a fuzzy-set qualitative comparative (fsQCA), this study systematically explores how different configurational paths influence consumer engagement, drawing on empirical data from 205 participants. The findings reveal that (1) synergy of entertainment, information, credibility is core prerequisite for achieving high engagement; (2) two equivalent paths—namely, technology-driven path (media richness + content synergy) cognition-driven (technology acceptance synergy)—lead both with solution consistency 0.98; (3) joint absence content, media richness, audience cognition results low engagement. Theoretically, challenges traditional approaches by validating asymmetry revealing interdependencies among elements. It also extends Media Richness Theory (MRT) Technology Acceptance Model (TAM) into context influencer (VI) marketing. Practically, proposed dynamic configuration offers marketers novel framework optimizing VI campaigns through resource-adaptive strategies.
Language: Английский
Citations
0Influencer Marketing
Published: Jan. 1, 2025
Language: Английский
Citations
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