Joint Consumption Promotes the Purchase of Innovative Products DOI
Chen Jing, Zihan Yang, Jianping Huang

et al.

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

Published: April 3, 2025

ABSTRACT Despite extensive research on the role of joint consumption in marketing, its impact innovative products remains underexplored. This study investigates whether situation influences consumers' preferences for products. Across four studies, we demonstrate that consumers situations are more inclined to purchase Additionally, findings reveal effect intention is mediated by customer inspiration. Furthermore, results indicate hedonic motivation moderates this indirect effect. Specifically, with higher (versus lower) likely derive inspiration from situation, which turn enhances their contributes literature and provides practical insight, suggesting creating a when marketing can boost sales

Language: Английский

The Interplay of Mind and Body: The Impact of Influencers' Body Size and Motivation Appeals DOI Open Access
Yoon‐Na Cho, Charles R. Taylor,

Mivena Panteqi

et al.

International Journal of Consumer Studies, Journal Year: 2025, Volume and Issue: 49(2)

Published: Feb. 18, 2025

ABSTRACT Social media influencers have become increasingly prominent in advertising, and many play a role shaping body image perceptions. This research proposes that disclosing influencers' size through hashtags can help mitigate issues related to historically arisen from viewer exposure idealized images advertising while promoting informed consumer decisions. Across two experiments, we investigate how the type of motivation appealed (intrinsic vs. extrinsic) influence social comparison, perceptions influencer attractiveness, purchase intention. Results reveal individuals engage more comparisons when viewing an ad which larger‐sized appeal intrinsic motivations are used. We also identify perceived attractiveness as key mechanisms linking effects appeals Managerial societal implications discussed.

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
Unveiling the Power of Virtual Influencers: Impact of Content and Credibility on Consumer Engagement and Purchase Intentions DOI
Padma Angmo, Rachna Mahajan,

G. P. Ranjitha

et al.

Journal of Relationship Marketing, Journal Year: 2025, Volume and Issue: unknown, P. 1 - 32

Published: March 24, 2025

This study investigates the impact of virtual influencers (VIs) on consumer engagement and purchase intention in social media marketing by examining how VIs' efforts individuals' tendencies for online interaction influence with VI-related content media. Additionally, it explores role influencer type (human vs. virtual) characteristics (expertise trustworthiness) intention. Through two empirical studies, effectiveness VIs was assessed: Study 1 established baseline effects explored VI (SME), while 2 investigated moderates interactive between influencers' The findings indicate that positively impacts SMEs intention, but does not significantly explain relationship endorser Our highlight brands should assess traits before integrating them into strategies. we provide insightful recommendations fostering effective collaboration endeavors targeting consumers.

Language: Английский

Citations

0
Joint Consumption Promotes the Purchase of Innovative Products DOI
Chen Jing, Zihan Yang, Jianping Huang

et al.

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

Published: April 3, 2025

ABSTRACT Despite extensive research on the role of joint consumption in marketing, its impact innovative products remains underexplored. This study investigates whether situation influences consumers' preferences for products. Across four studies, we demonstrate that consumers situations are more inclined to purchase Additionally, findings reveal effect intention is mediated by customer inspiration. Furthermore, results indicate hedonic motivation moderates this indirect effect. Specifically, with higher (versus lower) likely derive inspiration from situation, which turn enhances their contributes literature and provides practical insight, suggesting creating a when marketing can boost sales

Language: Английский

Citations

0