Опубликована: Янв. 1, 2024
Язык: Английский
Journal of Product & Brand Management, Год журнала: 2025, Номер unknown
Опубликована: Янв. 3, 2025
Purpose Influencer marketing has emerged as a key strategy for brands to promote green products. The effectiveness of virtual influencers – newer type endorser these products remains unclear. This study aims compare the and human in promoting uncover mechanisms that drive their influence. Design/methodology/approach In this research, hypotheses were examined across three experimental studies. Study 1 initially investigated endorsing 2 identified perceived altruistic motivation congruence product influencer mechanisms. 3 explored moderating effect language (rational vs emotional). Findings findings indicate are generally less effective than products, largely due lower congruence. Yet, using rational promotional posts can enhance Originality/value combines mind perception theory with match-up hypothesis explore intrinsic congruence, specifically from an emotional perspective, based on unique attributes These insights guide selecting suitable endorsers context increasing environmental awareness digitalization.
Язык: Английский
Процитировано
1
Journal of theoretical and applied electronic commerce research, Год журнала: 2025, Номер 20(1), С. 17 - 17
Опубликована: Янв. 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.
Язык: Английский
Процитировано
1
Journal of Retailing and Consumer Services, Год журнала: 2024, Номер 82, С. 104085 - 104085
Опубликована: Сен. 16, 2024
Язык: Английский
Процитировано
8
Psychology and Marketing, Год журнала: 2024, Номер 41(12), С. 3124 - 3143
Опубликована: Авг. 24, 2024
Abstract Virtual influencers in various forms are capturing a growing share of ad spend from human influencers. Followers respond to virtual much as if they were human, with engagement rates and measures trust source credibility that rival their counterparts. However, there is an acute need for more nuanced understanding the differential characteristics user many emerging forms, types interactional We conduct exploratory study three parts. First, through indepth review existing literature, we delineate implications unsettled taxonomies by function form, outline revised typology. Second, our secondary influencer trade, industry sources conceptualizes divergent factors influencing persuasive capability while identifying intersecting research themes. From this synthesis induce suggestions future practice. Finally, assess, refine adjust framework depth interviews leading expert practitioners generate six key findings guide researched‐backed practice research.
Язык: Английский
Процитировано
5
Sustainable Futures, Год журнала: 2025, Номер unknown, С. 100641 - 100641
Опубликована: Апрель 1, 2025
Язык: Английский
Процитировано
0
Online Information Review, Год журнала: 2025, Номер unknown
Опубликована: Фев. 26, 2025
Purpose This study addresses the remarkable research gap in existing literature on Chat Generative Pre-training Transformer (ChatGPT), which has primarily explored its functional benefits rather than psychological states of users. By integrating self-concept theory and attitudes, this develops a moderated-mediating model to examine impact bandwagon effect users’ habit formation subsequent feelings pride associated with ChatGPT application. Design/methodology/approach analyzed self-reported survey data from 568 respondents mainland China using partial least squares structural equation modeling. Findings The findings reveal that indirectly influences through habits related applications. also identifies boundary condition social-adjustive attitude, strengthens both direct relationship between indirect pride. Originality/value contributes field by offering novel perspective adoption, highlighting role attitudinal functions driving intentions utilize technology, focus desire for as motivating factor.
Язык: Английский
Процитировано
0
Journal of theoretical and applied electronic commerce research, Год журнала: 2025, Номер 20(2), С. 95 - 95
Опубликована: Май 8, 2025
As an emerging marketing tool, virtual influencers (VIs) have attracted increasing scholarly attention. However, existing research predominantly adopts linear causal analysis models, which fail to capture the complex, nonlinear interaction between consumers and VIs. Grounded in 5W communication model utilizing a fuzzy-set qualitative comparative (fsQCA), this study systematically explores how different configurational paths influence consumer engagement, drawing on empirical data from 205 participants. The findings reveal that (1) synergy of entertainment, information, credibility is core prerequisite for achieving high engagement; (2) two equivalent paths—namely, technology-driven path (media richness + content synergy) cognition-driven (technology acceptance synergy)—lead both with solution consistency 0.98; (3) joint absence content, media richness, audience cognition results low engagement. Theoretically, challenges traditional approaches by validating asymmetry revealing interdependencies among elements. It also extends Media Richness Theory (MRT) Technology Acceptance Model (TAM) into context influencer (VI) marketing. Practically, proposed dynamic configuration offers marketers novel framework optimizing VI campaigns through resource-adaptive strategies.
Язык: Английский
Процитировано
0
Psychology and Marketing, Год журнала: 2024, Номер 41(11), С. 2711 - 2727
Опубликована: Июль 26, 2024
Abstract Prosocial consumer behaviours, or actions taken by consumers intended to benefit others, are essential for society's stability. Thus, marketers need systematically develop strategies that promote such intentions among consumers. Influencer marketing is a particularly effective strategy. We review and propose how encourage prosocial behaviour, depending on consumers' capability, opportunity, motivation. In Study 1, scoping of 15 articles influencer encouraging behaviour yields research map confirms the relevance in behaviour. 2, bibliometric 867 results keyword identifies critical factors influencing The findings offer future directions More importantly, we practical digital interventions This provides state‐of‐the‐art overview illustrates can
Язык: Английский
Процитировано
2
Psychology and Marketing, Год журнала: 2024, Номер 41(12), С. 3157 - 3181
Опубликована: Авг. 10, 2024
Abstract Humanlike robots are increasingly employed to provide frontline services. They frequently designed with stereotypically feminine or masculine humanlike features which affect bias consumer behavior in service encounters. This systematic review of 118 peer‐reviewed journal papers aims comprehensively capture the current status field and identify important research gaps requiring further investigation. Following Preferred Reporting Items for Systematic Reviews Meta‐Analyses protocol, a comprehensive framework is developed conceptualize process customer interactions robots, depicting how influence behavior. Specifically, we interaction antecedents, processing factors, outcomes interactions, strengthening/attenuating factors. Based on framework, concludes by identifying issues that future should seek solve contribute field. paper provides deep understanding robot anthropomorphism marketing proposes agenda advance knowledge
Язык: Английский
Процитировано
2
Environmental Sociology, Год журнала: 2024, Номер unknown, С. 1 - 21
Опубликована: Окт. 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.
Язык: Английский
Процитировано
2