Unlocking the impact of brand engagement in the metaverse on Real-World purchase intentions: Analyzing Pre-Adoption behavior in a futuristic technology platform

Electronic Commerce Research and Applications, Год журнала: 2024, Номер 65, С. 101381 - 101381

Опубликована: Март 19, 2024

We propose metaverse as a medium for customer brand active engagement and stimulating the purchase intentions towards in real world. The participants recruited study were Gen Z respondents who are main adopters of metaverse. 'Nikeland' Roblox (one successful early versions metaverse) was chosen experiential space participants. results indicated that new age consumers looking forward to futuristic technology platform reported interactivity (user control, two-way communication, synchronicity) world positively impacts consumers' experience trust, knowledge attachment which turn impact leading 'consumer intention product experienced metaverse' marketers advertisers can engage customers through initiatives like Digital bill boards, NFTs, virtual events, tours, avatars stores.

Язык: Английский

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Virtually authentic: examining the match-up hypothesis between human vs virtual influencers and product types

Journal of Product & Brand Management, Год журнала: 2024, Номер 33(2), С. 287 - 299

Опубликована: Фев. 5, 2024

Purpose This study aims to investigate the rising trend of virtual influencers – digitally created characters with human-like attributes. It evaluate and compare their effectiveness human in terms brand attitudes purchase intentions. uncovers mechanisms underlying differences observed between counterparts. Design/methodology/approach The research uses a 2 (influencer type: vs virtual) × 3 (product functional symbolic experiential) between-subjects design. Through pilot ( n = 334) main 352), examines interactive effects influencer product type on attitude Hypotheses were developed tested using moderating mediation models centered authenticity product–endorser fit. Findings Virtual are perceived as less authentic than across all types, negatively influencing intention. However, extent which affects intentions, mediated by fit, varies based type. Originality/value emphasizes two key fit influencers. suggests that aligning suitable types can offset deficit, significantly affecting endorsement effectiveness.

Язык: Английский

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Digital human calls you dear: How do customers respond to virtual streamers’ social-oriented language in e-commerce livestreaming? A stereotyping perspective

Journal of Retailing and Consumer Services, Год журнала: 2024, Номер 79, С. 103872 - 103872

Опубликована: Апрель 26, 2024

Язык: Английский

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The future of metaverse adoption: A behavioral reasoning perspective with a text‐mining approach

Journal of Consumer Behaviour, Год журнала: 2024, Номер 23(5), С. 2217 - 2233

Опубликована: Апрель 10, 2024

Abstract Metaverse is portrayed as the next significant technology innovation with an estimated market opportunity of US $800 billion. offers numerous opportunities and unmatchable user experience, yet its acceptance among masses still a long way off. Moreover, within 2 years existence grandiose hype about huge potential, current business sentiments are not so hopeful. Despite positive encouraging feedback, reasons behind limited success metaverse need scientific exploration. This study uses netnography to collect online data from 751 articles (news articles, expert opinions, perspectives, blogs). Further, we use text‐mining method structural topic modeling generate insights text perform sentiment analysis. The identified topics mapped explained using behavioral reasoning theory highlight “reasons for” against” adoption. study's findings identify flexibility, brand human centricity, virtual retail experience enablers metaverse, while regulatory issues, usage barriers, financial investment, skepticism act barriers adopting metaverse. social adventure influence were categorized under subjective norms. contributes scarce literature on adoption actionable marketers craft marketing strategies benefit

Язык: Английский

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Leveraging Marketing Strategies to Help Consumers Make Decisions Using Metaverse Technologies

Advances in marketing, customer relationship management, and e-services book series, Год журнала: 2024, Номер unknown, С. 158 - 171

Опубликована: Июнь 24, 2024

Metaverse technologies have become ground-breaking tools, changing the way businesses interact with consumers and analyze their behavior. This research examines innovative marketing strategies that focus on enhancing customer experiences comprehending consumer behavior through cutting-edge technologies, platforms, models. Businesses can create interactive realistic for clients in a vibrant immersive setting provided by Metaverse. Companies virtual storefronts utilizing VR AR allowing customers to explore products services visually compelling ways. The chapter provides summary of origins metaverse marketing, further explanations about employed creation strategies. main trends implications are presented, along discussion current state art which was originally developed ‘father modern marketing,' Philip Kotler.

Язык: Английский

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From Likes to Sustainability: How Social Media Influencers Are Changing the Way We Consume

Sustainability, Год журнала: 2024, Номер 16(4), С. 1393 - 1393

Опубликована: Фев. 7, 2024

Social media has become an integral part of our daily lives. Influencers have emerged as significant players in promoting sustainable consumption recent years. With their reach and influence, they the ability to sway consumer decisions earn rewards from marketers. However, influencer’s perceived importance credibility among followers is essential persuade others. In this study, we utilized network theory mind scrutinize impact on consumption. We collected data 427 consumers conducted structural equation modeling (SEM) test hypotheses. Our findings indicate that a positive credibility, which subsequently favorable cognitive, affective, conative These results confirm influencers provide insights into how social marketers can optimize marketing strategies.

Язык: Английский

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Virtual Influencers vs. Human Influencers in the Context of Influencer Marketing: The Moderating Role of Machine Heuristic on Perceived Authenticity of Influencers

International Journal of Human-Computer Interaction, Год журнала: 2024, Номер unknown, С. 1 - 18

Опубликована: Июль 4, 2024

While the popularity of virtual influencers in influencer marketing is on rise, little known about reasons behind their increasing popularity. Furthermore, there also a dearth research examining why and how could be more effective than human influencing consumer purchase decisions. Drawing concept perceived authenticity machine heuristic, this study investigates effects type (virtual vs. influencer) consumers. In addition, we explore if heuristic will moderate consumers whether trust intentions subsequently associated with influencer. Results from an online between-subjects designed experiment (N = 130) indicated that were unexpectedly as authentic influencers. Additionally, significantly increased among those strong belief heuristic. Subsequently, found positive association between extent consumers' them. was positively intention to products they promoted by These findings provide valuable insights into use for purposes. Further theoretical practical implications are discussed.

Язык: Английский

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Not a human, not for green? The effectiveness of virtual influencers endorsing green products

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

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Virtually responsible? Attribution of responsibility toward human vs. virtual influencers and the mediating role of mind perception

Journal of Retailing and Consumer Services, Год журнала: 2023, Номер 77, С. 103685 - 103685

Опубликована: Дек. 30, 2023

Язык: Английский

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Experience management in hospitality and tourism: reflections and implications for future research

International Journal of Contemporary Hospitality Management, Год журнала: 2024, Номер 36(13), С. 57 - 76

Опубликована: Апрель 30, 2024

Purpose This paper aims to provide a critical reflection on the management of experiences in hospitality and tourism (H&T). The investigates evolution experience research, while discussing emerging challenges opportunities for management. Design/methodology/approach study adopts reflective approach providing future directions research. Three major fields are identified discuss advances, research: conceptualization dimensions experiences; relational network management; theoretical methodological approaches. Findings proposes mindset shift guide but also redirect research thinking managerial practices about role economy society. proposed humanized perspective is deemed important given contemporary socio-economic, environmental technological environment. Research limitations/implications identifies set implications help scholars professionals alike implement Implications relate conceptualization, approaches Originality/value critically assesses around customer (CEM) H&T contexts. look at not only informs advancing knowledge practice nature CEM society economy.

Язык: Английский

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