Can generative artificial intelligence help or hinder sustainable marketing? DOI Creative Commons
Breda McCarthy

Journal of Resilient Economies (ISSN 2653-1917), Journal Year: 2024, Volume and Issue: 4(2)

Published: Dec. 30, 2024

The consumption and production of household goods services is a significant contributor to climate change, which has led the rise more sustainable brands. aim this paper offer an analysis advantages, practical applications, limitations ethical risks GenAI within realm marketing. contributes literature since there scarcity scholarly research that explores what could mean for findings show double-edged sword: it potential foster creativity, support brand activism, increase public ‘green’ policies, improve efficiencies, however ‘ethics-washing’ harm Many countries have developed voluntary principles frameworks ensure AI practiced in safe responsible manner. A comprehensive classification these provided. Five key are summarised such as benefiting society, avoiding harm, autonomy, justice, explainability. concludes with recommendations bridging gap between practices context marketing, including selective disclosure, design inclusive chatbots, use visualizations achieve sustainability goals, third party certification schemes, training education. Recommendations future outlined.

Language: Английский

Authenticity meets aesthetics: Physical attractiveness as the Equalizer for virtual and human influencers DOI Creative Commons
Ya-Hui Kuo,

Son Bao Hoang Le

Asia Pacific Management Review, Journal Year: 2025, Volume and Issue: 30(2), P. 100359 - 100359

Published: March 6, 2025

Language: Английский

Citations

0
Practical Strategies for Brands Using Virtual Influencers DOI
Shikha Gupta, Amit Kumar Singh, Anuj Pal Kapoor

et al.

IGI Global eBooks, Journal Year: 2025, Volume and Issue: unknown, P. 253 - 282

Published: April 11, 2025

The rise of virtual influencers has introduced a new frontier for brands in the metaverse, offering unique opportunities marketing and engagement. This chapter explores influencer phenomenon, examining how can strategically leverage digital creations their campaigns. It begins by distinguishing between human influencers, followed discussion technologies that enable creation. further various content formats employed across social media, highlighting versatility. also examines application industries. Additionally, outlines benefits using as well key considerations selecting collaborating with them. Lastly, discusses personalities be built, emphasizing importance crafting relatable engaging personas to drive successful brand collaborations.

Language: Английский

Citations

0
Virtual Influencers vs. Human Influencers DOI
Shiv Shankar Kumar Yadav

IGI Global eBooks, Journal Year: 2025, Volume and Issue: unknown, P. 123 - 150

Published: April 11, 2025

With the advancement of digital marketing landscape, discussions influencer has also taken a significant leap. As result, entity virtual influencers come to existence. These are computer generated entities helping brands in achieving greater audience coverage while keeping their profitability interest at center. While on one side, engagement with is paying off well, engagements human scrutiny. Cursory overview indicates presence both perspectives i.e. favor and against. Motivated from same, this article, help rigorous literature review, examines role played by whether can coexist brands. Findings present inclination towards coexistence. The article discusses some meaningful strategies which currently discussion. concludes ideology coexistence distinct harmony

Language: Английский

Citations

0
Do Micro-Celebrities Preserve Social Roles? Differences between Secular and Religious Female Instagram Lifestyle Influencers DOI
Tal Laor

Technology in Society, Journal Year: 2024, Volume and Issue: 78, P. 102642 - 102642

Published: Sept. 1, 2024

Language: Английский

Citations

2
Harvesting sustainability: how social capital fosters cohesive relationships between green social media influencers and consumers to drive electronic word‐of‐mouth behaviours DOI
Man Lai Cheung, Wilson K.S. Leung, Man Kit Chang

et al.

Psychology and Marketing, Journal Year: 2024, Volume and Issue: 42(2), P. 444 - 469

Published: Oct. 3, 2024

Abstract This research explores how green social media influencers affect consumers’ electronic word‐of‐mouth behaviour regarding products by developing cohesive relationships. Grounded in capital theory and relational cohesion theory, this study aims to understand can build relationships with their followers the subsequent effects of these using a mixed‐method design. The quantitative (Study 1) uses sample 471 users who follow interact at least one influencer employs partial squares structural equation modelling analyse data. results show that influencers’ cognitive significantly trigger interaction frequency, which, turn, evokes positive mood reduces uncertainty. process fosters drives about products. also examines gender moderates impact on frequency its behaviours. qualitative 2) corroborates provides complementary findings, enhancing understanding use develop consumers drive significant insights into improve effectiveness promoting through capital.

Language: Английский

Citations

2
Product-independent or product-dependent: The impact of virtual influencers’ primed identity on purchase intention DOI
Xueying Wang, Yuexian Zhang

Journal of Retailing and Consumer Services, Journal Year: 2024, Volume and Issue: 84, P. 104088 - 104088

Published: Dec. 6, 2024

Language: Английский

Citations

2
The role of virtual influencers in environmental messaging: a case study of Noonoouri DOI
Duong Hoai Lan,

Minh Tung Tran,

Vo Thi Kim Oanh

et al.

Environmental Sociology, Journal Year: 2024, Volume and Issue: unknown, P. 1 - 21

Published: Oct. 7, 2024

In the realm of social media, virtual influencers have become influential voices in advocating for environmental sustainability. This research investigate their communication strategies and audience responses. Through qualitative analysis, we explore how influencers, exemplified by Noonoouri, convey messages on Instagram audiences respond to these messages. Our findings reveal that employ a multifaceted approach, utilizing informative content captivating visuals engage promote Audience responses predominantly reflect admiration, inspiration, support influencers' advocacy efforts, highlighting effectiveness driving awareness action. By applying Social Performance Theory as theoretical framework, this study provides insights into symbolic interactions cultural dynamics inherent influencer communication. The implications our extend informing stakeholders interested leveraging sustainability promotion, contributing growing body knowledge digital marketing. also contributes understanding role media technology construction problems solutions.

Language: Английский

Citations

1
Bridging awareness and resistance: Using algorithmic knowledge against controversial content DOI Creative Commons
Dragoș M. Obreja

Big Data & Society, Journal Year: 2024, Volume and Issue: 11(4)

Published: Nov. 10, 2024

Political and moral/religious contents are increasingly popular on TikTok, the concerns associated with them create premises for a re-exploration of user–machine agency negotiation. Using algorithmic awareness as process, this research examines relationship between users’ TikTok algorithm main content that conveys political or tenets. A survey 329 Romanian students showed greater influences positive attitudes toward algorithms, but significantly stronger effects observed two mediators related to perceived contentious. Foucauldian insights productive resistance, I argue in-depth knowledge about functionality algorithms empower users identify subvert different forms power, algorithmically mediated through religious content. When perceive they have enhanced over what watch feel can control potential consequently adopt overall platform. Foucault discusses pastoral power subtle form designed empty individuals their deepest secrets. Similarly, such is mediated, given digital machines enhance in often nontransparent ways. Therefore, regarding functionalities allow combat various mutations specific while encouraging more general.

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
Societal Perceptions and Acceptance of Virtual Humans: Trust and Ethics across Different Contexts DOI Creative Commons
Michael Gerlich

Social Sciences, Journal Year: 2024, Volume and Issue: 13(10), P. 516 - 516

Published: Sept. 29, 2024

This article examines public perceptions of virtual humans across various contexts, including social media, business environments, and personal interactions. Using an experimental approach with 371 participants in the United Kingdom, this research explores how disclosure human technology influences trust, performance perception, usage likelihood, overall acceptance. Participants interacted simulations, initially unaware their nature, then completed surveys to capture before after disclosure. The results indicate that trust acceptance are higher media whereas general settings reveal significant negative shifts post-disclosure. Trust emerged as a critical factor influencing acceptance, interactions maintaining levels than environments A qualitative analysis open-ended responses follow-up interviews highlights concerns about transparency, security, lack touch. expressed fears data exploitation ethical implications technology, particularly settings. study underscores importance guidelines transparent protocols enhance adoption diverse sectors. These findings offer valuable insights for developers, marketers, policymakers optimise integration while addressing societal apprehensions, ultimately contributing more effective deployment technologies.

Language: Английский

Citations

0