The role of anthropomorphism and racial homophily of virtual influencers in encouraging low‐ versus high‐cost pro‐environmental behaviors

Psychology and Marketing, Год журнала: 2024, Номер 41(8), С. 1833 - 1853

Опубликована: Май 2, 2024

Abstract Virtual influencers have great potential to shape the audience's perception and motivate behavioral change. Drawing upon anthropomorphism theory social identity theory, this paper examined interaction effect of racial homophily virtual in shaping audiences' trust subsequently pro‐environmental behaviors low‐ high‐cost contexts. Two online studies employing experimental materials generated by artificial intelligence were conducted. Study 1 revealed that high (human‐like influencers) (local‐like are more effective for eliciting context low‐cost behaviors. The findings also showed low (foreign‐like would further weaken level a influencer (animate‐like influencers). 2 aimed replicate from enhanced influencer. moderated mediation analyses confirmed hypothesized relationships proposed research model. This advanced our understanding on moderating role serves as cognitive shortcut quick decisions. However, (foreign‐like) be symbolic These insights provide valuable guidance businesses, marketers, environmental advocates aiming leverage encouraging sustainability practices.

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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Investigating the effectiveness of virtual influencers in prosocial marketing

Psychology and Marketing, Год журнала: 2024, Номер 41(9), С. 2121 - 2135

Опубликована: Май 23, 2024

Abstract Heeding the rising popularity of virtual influencers on social media, many established brands are beginning to collaborate with them. Although perceived as novel and exciting, their effectiveness in different areas consumer behavior has not been examined. While previous research compared several attributes human influencers, our is specifically motivated answer: how can marketers increase promoting prosocial causes? Across four experiments employing contexts, we increasing consumers' intentions behaviors. Findings suggest that although more persuasive behaviors, this effect only occurs when a influencer standalone (i.e., affiliated brand). Overall, results imply substantially by making cues brand affiliation salient influencers' posts.

Язык: Английский

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How real is real enough? Unveiling the diverse power of generative AI‐enabled virtual influencers and the dynamics of human responses

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

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Artificial Intelligence Influencers’ Credibility Effect on Consumer Engagement and Purchase Intention

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

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Do they look human? Review on virtual influencers

Management Review Quarterly, Год журнала: 2024, Номер unknown

Опубликована: Апрель 29, 2024

Язык: Английский

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The Dark Side of a Big Smile: Detrimental Effects of Smile Intensity on Luxury Brand Advertising Effectiveness

Psychology and Marketing, Год журнала: 2025, Номер unknown

Опубликована: Фев. 10, 2025

ABSTRACT The expresser's smile is a ubiquitous nonverbal communication cue used to elicit favorable impressions among consumers. However, does the exert persuasive power in luxury advertising, where exclusivity often outweighs approachability? Integrating social‐functional perspective of emotions with stereotype content model social judgments, we explore how, why, and when intensity can adversely impact effectiveness advertising. We demonstrate that neutral expression (vs. slight broad smile) leads higher levels ad engagement scores, click‐through rates, attitudes, purchase behaviors. This effect unique products driven by serial processing mechanism: enhanced competence judgments perceived credibility surface expresser features expression. To provide deeper understanding how vary depending on complementary signals individual level factors, elucidate two boundary conditions: lay rationalism consumers eye gaze direction expresser. Specifically, detrimental perceptions attenuated for low‐lay rationalistic consumers, who base their decisions emotions, while facilitates paired direct an averted gaze). Six preregistered studies, including field data Instagram ads ( N = 435), large‐scale experiments Meta total 233,301), three controlled online 940), using different as well fictitious real brands, support these findings. Theoretically, this research advances literature psychology consumption showing serves visual deterrent Managerially, it offers implications brand marketers leverage psychophysical characteristics facial expressions design positioning strategies.

Язык: Английский

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Integrating digital influencer persuasion model and theory of planned behavior: The mediating role of consumer involvement in endorsed brands

Journal of Retailing and Consumer Services, Год журнала: 2025, Номер 85, С. 104309 - 104309

Опубликована: Апрель 23, 2025

Язык: Английский

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From virtual voices to real impact: Authenticity, altruism, and egoism in social advocacy by human and virtual influencers

Technological Forecasting and Social Change, Год журнала: 2024, Номер 207, С. 123650 - 123650

Опубликована: Авг. 12, 2024

Язык: Английский

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Prosocial Campaigns With Virtual Influencers: Stories, Messages, and Beyond

International Journal of Human-Computer Interaction, Год журнала: 2024, Номер unknown, С. 1 - 12

Опубликована: Авг. 14, 2024

This research addresses the rising prominence of virtual influencers (VIs) by asking a crucial question: "How can we effectively use to not only reach audiences but also deeply resonate with them, particularly in promoting socially responsible behaviors?" We propose employing narrative messaging enhance influencers' effectiveness delivering prosocial messages. In 2 (VI appearance: human-like vs. anime-like) × (message style: non-narrative) between-subjects design, 320 Gen-Z and younger Millennials were exposed simulated Instagram posts VI discussing cyberbullying. Results indicated that led higher supporting intent message credibility, especially non-narrative condition. However, condition, advantage appearance diminished. These findings highlight significant role reception conditional influence style. Actionable insights for practitioners leveraging VIs social marketing strategies are discussed.

Язык: Английский

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