Sustainability,
Journal Year:
2024,
Volume and Issue:
16(22), P. 9896 - 9896
Published: Nov. 13, 2024
With
the
rising
trend
toward
sustainable
consumption
and
pivotal
role
of
social
media
in
buying
behavior,
brands
are
keen
to
promote
products
through
these
platforms.
Virtual
influencers
(VIs)
have
emerged
as
lower-cost
scandal-resistant
alternatives
human
(HIs).
However,
their
artificial
nature
may
evoke
credibility
concerns,
potentially
undermining
marketing
effectiveness.
Currently,
it
is
unclear
whether
humans
or
virtual
achieve
better
endorsement
outcomes
for
products.
This
study
explores
effectiveness
VIs
HIs
endorsing
conditions
under
which
outperform
HIs.
Through
two
studies
(N
=
1097),
we
investigate
impact
influencer
type,
advertising
appeals,
product
involvement
on
consumer
purchase
intentions
brand
attitudes.
Our
findings
reveal
that,
low-involvement
scenarios
with
emotional
more
effective,
while
high-involvement
featuring
rational
exhibit
superior
These
results
suggest
that
choice
type
should
be
tailored
level
appeal,
providing
guidance
enhance
green
strategies.
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.
IGI Global eBooks,
Journal Year:
2025,
Volume and Issue:
unknown, P. 25 - 54
Published: April 11, 2025
Traditional
marketing
has
been
affected
by
the
rise
of
virtual
influencers
(VIs).
Traditionally,
products
were
marketed
celebrities
or
human
influencers.
Influencer
a
strategy
for
connecting
with
audiences
through
credible
and
engaging
social
media
figures
celebrities.
This
chapter
explores
VIs
as
they
reshape
landscape.
Unlike
influencers,
offer
unparalleled
consistency,
innovative
engagement
methods,
cost
efficiency,
revolutionizing
strategies
across
platforms
like
Instagram,
TikTok,
reality
environments.
also
examines
VIs,
popular
cultural
effects
on
Filipinos,
ethical
operational
implications
VIs.
By
integrating
these
insights,
this
underscores
how
exemplify
digital
disruption's
transformative
power,
redefining
traditional
practices
while
influencing
future
consumer
engagement.
