Human-like virtual influencers: human perceptions and attitudes towards an emerging phenomenon DOI Creative Commons
Mónica Pérez Sánchez, Javier Casanoves-Boix, Betzabeth Dafne Morales

et al.

European Public & Social Innovation Review, Journal Year: 2024, Volume and Issue: 9, P. 1 - 19

Published: Sept. 12, 2024

Introduction: Technological evolution has led to the emergence of virtual influencers, digitally created figures that participate in social media capture attention netizens for commercial purposes. These influencers are becoming increasingly sophisticated, aiming a high resemblance humans. The general objective this study is understand how human-like affect perception, emotions, and attitudes human cyber population. constructs form conceptual model be measured. Methodology: conclusive descriptive design employs mixed methods, including an online survey administered 1.380 users content analysis 47.500 interactions on Instagram. Results: results confirm existence especially more anthropomorphic ones, affects perception emotion. Discussions: discussion fucoses interaction between humans entities increasing, various effects former need closely observed. Conclusions: It concluded role influencer marketing acknowledged; however, ethical, issues arising from digital environments still carefully examined.

Language: Английский

Eco-influencers: a cross-generational investigation on the role of social media influencer marketing on green destination image DOI
Yabibal A. Abate, Dandison Ukpabi, Heikki Karjaluoto

et al.

Tourism Recreation Research, Journal Year: 2025, Volume and Issue: unknown, P. 1 - 21

Published: Feb. 11, 2025

Language: Английский

Citations

0
Virtual Influencers as Brand Endorsers: Developing and Validating a Multidimensional Evaluation Scale DOI Creative Commons
Yoon Y. Cho

Journal of theoretical and applied electronic commerce research, Journal Year: 2025, Volume and Issue: 20(2), P. 90 - 90

Published: May 1, 2025

Virtual influencers are emerging as a powerful tool in strategic communication, yet their effectiveness brand endorsers remains underexplored. This study aims to develop consumer-centric scale assess virtual influencers’ social media marketing campaigns. The research methodology follows systematic scale-development process. First, an integrated literature review was conducted establish conceptual model for evaluating influencers. Second, initial pool of evaluation items developed and validated by experts. Third, exploratory factor analysis (EFA) with 208 participants the reliability validity preliminary items. Finally, confirmatory (CFA) 209 performed finalize scale. resulting measurement comprises four key dimensions: communication skills, narrative strategies, visual appearance, human-like movement. By introducing structured method grounded anthropomorphism, this enhances assessment digital

Language: Английский

Citations

0
Exploring the fusion of virtual fitting rooms and social media: a study on consumer behaviour and purchase intentions DOI

Madhura Konale,

Niyaz Panakaje, S. M. Riha Parvin

et al.

Journal of Fashion Marketing and Management, Journal Year: 2025, Volume and Issue: unknown

Published: Feb. 13, 2025

Purpose In the evolving digital landscape, customers connect with diversified marketing platforms, posing both obstacles and opportunities to consumers. response changing landscape of social media technical advances within fashion business, study aims investigate role virtual fitting rooms in influencing consumer behaviour purchase intentions through media, respect products. Design/methodology/approach The used a combination primary secondary data, relying on sources identify research gaps construct conceptual framework survey-based approach enabled collection 352 responses from metropolitan cities India like Bangalore, Chennai, Kolkata New Delhi using snowball sampling for studying variables. hypothetical relationships were tested various statistical techniques such as multiple regression analysis, measurement model assessment confirmatory factor analysis structural equation modeling (SEM). Findings present connects dots between rooms, engagement characteristics, buying purchasing by manifesting positive association metrics that correspond current user-behaviour pattern. As per results, are significantly associated effectiveness media. Moreover, mediator amplifies impact intents consumers while making purchases. Originality/value Research spotlights novel findings (i.e. interactive, visual, personalized shopping moments capabilities features) enhancing interaction which shapes decisions.

Language: Английский

Citations

0
Digital Disruption DOI

Ethelbert Garcia Galang,

Marie Grace A. Gomez

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.

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
Empathy and emotional labor: the role of virtual streamers in driving PC game players’ in-game purchases DOI Creative Commons

Qiuyu Li,

He Wang

Asia Pacific Journal of Marketing and Logistics, Journal Year: 2025, Volume and Issue: unknown

Published: May 9, 2025

Purpose This study comprehensively investigates the impact of virtual streamers’ emotional expressions on willingness PC online game players to make in-game purchases, providing valuable insights for developers and marketing professionals. Design/methodology/approach research constructs a theoretical model integrating expression, empathy theory labor analyze players’ purchase willingness. The covers personalization, interactivity authenticity expression. Data from 457 questionnaires were analyzed using SEM regression analysis examine factors influencing verify hypotheses. Findings findings reveal that enhance empathy, which positively influences purchases. Empathy significantly impacts intention. These not only boost but also directly increase buy. Additionally, mediates relationship between interactivity, willingness, while moderates this effect, further strengthening purchase. Originality/value By labor, an integrated explore enriches existing by incorporating individual social psychological factors.

Language: Английский

Citations

0
Self‐Comparing With Virtual Influencers: Effects on Followers' Wellbeing DOI Creative Commons
Lina Issam Nasr, Sahar Mousavi, Nina Michaelidou

et al.

Psychology and Marketing, Journal Year: 2024, Volume and Issue: unknown

Published: Nov. 12, 2024

ABSTRACT While there is pervasive research on virtual influencers (VIs) and their impacts consumer behaviors, a lack of understanding effects followers' wellbeing. Drawing social comparison theory, in this study, we examine how followers self‐compare with VIs what the process are Based qualitative involving 31 interviews Instagram, found that they experience both upward downward comparison. The made them feel envious, jealous (i.e., contrastive), or inspired, optimistic, admired assimilative) while assimilative worry sympathy VI follow. Moreover, another set emotions can be triggered by VI, such as feelings shame due to nature not being human. Individuals cope negative self‐comparing through emotional behavioral regulations.

Language: Английский

Citations

1
Social Media Influencers in Marketing DOI

Devanshu Monga,

Sanjeev Gupta

Elsevier eBooks, Journal Year: 2024, Volume and Issue: unknown

Published: Jan. 1, 2024

Language: Английский

Citations

0
Harnessing Business Analytics for Influencer Marketing DOI

Sreethi Rebeka R.,

Rejoice Thomas

Advances in e-business research series, Journal Year: 2024, Volume and Issue: unknown, P. 267 - 278

Published: Sept. 27, 2024

Business analytics has enhanced decision-making and performance across social sectors in the evolving digital technology artificial intelligence (AI) landscape. This chapter explores transformative role of business analytics, focusing on its application influencer marketing. By leveraging data-driven insights, businesses can strategically navigate complexities consumer behaviour, optimize engagement strategies, drive measurable outcomes. Key themes include strategic integration AI machine learning, ethical considerations data usage, impact shaping future marketing strategies. As organizations embrace tools to harness power partnerships, they position themselves innovate, adapt, thrive competitive marketplace, ultimately driving sector initiatives through informed impactful

Language: Английский

Citations

0
Human-like virtual influencers: human perceptions and attitudes towards an emerging phenomenon DOI Creative Commons
Mónica Pérez Sánchez, Javier Casanoves-Boix, Betzabeth Dafne Morales

et al.

European Public & Social Innovation Review, Journal Year: 2024, Volume and Issue: 9, P. 1 - 19

Published: Sept. 12, 2024

Introduction: Technological evolution has led to the emergence of virtual influencers, digitally created figures that participate in social media capture attention netizens for commercial purposes. These influencers are becoming increasingly sophisticated, aiming a high resemblance humans. The general objective this study is understand how human-like affect perception, emotions, and attitudes human cyber population. constructs form conceptual model be measured. Methodology: conclusive descriptive design employs mixed methods, including an online survey administered 1.380 users content analysis 47.500 interactions on Instagram. Results: results confirm existence especially more anthropomorphic ones, affects perception emotion. Discussions: discussion fucoses interaction between humans entities increasing, various effects former need closely observed. Conclusions: It concluded role influencer marketing acknowledged; however, ethical, issues arising from digital environments still carefully examined.

Language: Английский

Citations

0