Unveiling customer intentions: exploring factors driving engagement with hospitality virtual influencers DOI
Nivin Vinoi, Amit Shankar, Ebtesam Abdullah Alzeiby

et al.

Journal of Hospitality Marketing & Management, Journal Year: 2024, Volume and Issue: unknown, P. 1 - 30

Published: Nov. 18, 2024

In the dynamic realm of influencer marketing, hospitality virtual influencers (HVIs) are emerging as a prominent player. Grounded in Stimulus-Organism-Response (SOR) model, this study explores factors influencing users' intention to adhere HVIs recommendations. Data were collected from cohort 290 participants through an online crowdsourcing platform. SmartPLS used run SEM, mediation and moderation analysis. Results indicate that follow recommendations is positively affected by interest fit, perceived credibility, flow experience. Mimetic desire mediates relationship between homophily, experience, Moreover, charisma significantly moderates anthropomorphism, mimetic desire. Furthermore, parasocial relationships moderate association anthropomorphism The provides practical insights valuable for brands leverage their marketing strategies, ultimately enhancing overall user engagement.

Language: Английский

Decoding Consumer Sentiments and Emotions in the Metaverse DOI
Eonyou Shin, Chreston Miller

International Journal of Consumer Studies, Journal Year: 2025, Volume and Issue: 49(3)

Published: April 13, 2025

ABSTRACT This study explored the dominant features and experiences of metaverse as discussed on social media along with sentiments emotional responses associated these through lens uses gratifications theory appraisal emotion. Using topic modeling, sentiment, emotion analyzes, this identified 16 topics categorized into three primary themes: immersive collaborative experiences, functional analytical needs, community engagement financial gains. Positive were commonly virtual events, creative activities, opportunities (e.g., parcel, land, spaces), while negative stemmed from security concerns, market fluctuations, unmet expectations. The range emotions expressed, including joy fear, reflects nuanced nature user experiences. predominance neutral sentiment suggests that metaverse‐related are addressed in an informational or manner rather than overtly one. contributes to growing research engagement, offering valuable implications for researchers, marketers, developers seeking enhance address key challenges environments.

Language: Английский

Citations

0
Tech-Forward Travels: Unravelling Users’ Adoption Intention of Metaverse Technology for the Tourism and Hospitality Experience DOI

Sujood Sujood,

Saima Kareem, Samiha Siddiqui

et al.

Journal of Quality Assurance in Hospitality & Tourism, Journal Year: 2025, Volume and Issue: unknown, P. 1 - 43

Published: March 31, 2025

Language: Английский

Citations

0
Unveiling customer intentions: exploring factors driving engagement with hospitality virtual influencers DOI
Nivin Vinoi, Amit Shankar, Ebtesam Abdullah Alzeiby

et al.

Journal of Hospitality Marketing & Management, Journal Year: 2024, Volume and Issue: unknown, P. 1 - 30

Published: Nov. 18, 2024

In the dynamic realm of influencer marketing, hospitality virtual influencers (HVIs) are emerging as a prominent player. Grounded in Stimulus-Organism-Response (SOR) model, this study explores factors influencing users' intention to adhere HVIs recommendations. Data were collected from cohort 290 participants through an online crowdsourcing platform. SmartPLS used run SEM, mediation and moderation analysis. Results indicate that follow recommendations is positively affected by interest fit, perceived credibility, flow experience. Mimetic desire mediates relationship between homophily, experience, Moreover, charisma significantly moderates anthropomorphism, mimetic desire. Furthermore, parasocial relationships moderate association anthropomorphism The provides practical insights valuable for brands leverage their marketing strategies, ultimately enhancing overall user engagement.

Language: Английский

Citations

0