Qualitative Market Research An International Journal,
Год журнала:
2024,
Номер
27(2), С. 280 - 300
Опубликована: Янв. 18, 2024
Purpose
Virtual
influencers
(VIs),
who
are
fictional
characters,
have
gained
popularity
in
recent
years,
particularly
among
Generation
Z
and
millennials.
With
the
hype
surrounding
VIs,
more
research
is
required.
Thus,
this
study
aims
to
examine
how
Gen
members
millennials
react
VIs
used
for
marketing
purposes.
Design/methodology/approach
This
follows
an
exploratory
approach.
The
data
were
collected
from
29
participants
(14
male
15
female)
through
two
focus
groups
semi-structured
interviews.
Findings
authors
found
that
opinions
about
mixed,
main
themes
emerged
study:
(1)
challenges
potential
(2)
decision-making
psychological
aspects.
Originality/value
broadens
paradigm
analysing
efficacy
of
VIs.
emerging
topic
relevance
sector
as
well
transdisciplinary
practice.
Journal of Retailing and Consumer Services,
Год журнала:
2023,
Номер
76, С. 103560 - 103560
Опубликована: Сен. 10, 2023
Focusing
on
the
application
of
artificial
intelligence,
this
study
investigates
impact
emotional
display
user
engagement
with
computer-generated
imagery
influencers
through
lens
computers
are
social
actors
(CASA)
framework.
It
breaks
down
emotions
into
individual
muscle
movements
(i.e.,
facial
action
units).
By
using
recognition
based
1,028
pictures
shared
by
Lil
Miquela,
findings
disclose
significance
happiness,
sadness,
disgust,
and
surprise
in
triggering
when
promoting
diverse
products
visually
captivating
content.
The
highlight
importance
balancing
intensity
movement
to
streamline
interplay
between
technology,
human
behaviour,
digital
communication.
European Journal of Marketing,
Год журнала:
2023,
Номер
58(2), С. 410 - 440
Опубликована: Июнь 6, 2023
Purpose
The
purpose
of
this
paper
is
to
conceptualize
virtual
influencer
marketing,
outlining
the
opportunities
and
dangers
associated
with
using
influencers
in
social
media
marketing
communications.
Design/methodology/approach
Drawing
on
literature
addressing
interactions
between
consumers
technologies,
introduces
landscape
marketing.
Findings
This
distinguishes
from
real-life
related
digital
characters.
It
further
defines
four
unique
elements
attributed
influencers:
customization,
flexibility,
ownership
automation.
Finally,
it
a
taxonomy
for
influencers.
Research
limitations/implications
conceptualization
contributes
advancing
understanding
(virtual)
landscape.
Practical
implications
suggests
that
brands
need
carefully
evaluate
different
characteristics
influencers,
when
deciding
leverage
them
also
provides
guidelines
working
campaigns
targeted
at
consumers.
Social
discusses
ethical
interact
encounter
reality
virtuality.
Originality/value
makes
three
contributions.
First,
conceptualizes
by
defining
critically
evaluating
key
Second,
offers
2
×
grounded
research
anthropomorphism
reality–virtuality.
Third,
reflects
avenues
future
research.
Journal of Marketing,
Год журнала:
2023,
Номер
88(4), С. 84 - 106
Опубликована: Сен. 13, 2023
The
current
research
examines
consumers’
responses
to
sensory
endorsements
from
virtual
influencers.
authors
reveal
that
consumers
perceive
and
human
influencers
have
similar
distal
(i.e.,
visual
auditory)
capacities.
Consumers,
however,
as
having
lower
proximal
haptic,
olfactory,
gustatory)
Consequently,
when
focus
on
experiences,
purchase
intention
toward
products
services
endorsed
by
a
(vs.
human)
influencer.
findings
further
imagery
difficulty
perceived
capacity
serially
mediate
this
effect.
Importantly,
effect
is
mitigated
information
not
explicitly
mentioned,
are
informed
of
new
technology
enables
experiences.
These
offer
actionable
insights
for
marketers
effectively
utilize
in
sensory-driven
campaigns,
providing
practical
strategies
improve
consumer
enhance
marketing
effectiveness.
Young Consumers Insight and Ideas for Responsible Marketers,
Год журнала:
2023,
Номер
24(4), С. 468 - 484
Опубликована: Май 8, 2023
Purpose
This
study
aims
to
gain
insights
into
the
rise
of
virtual
social
media
influencers
and
identify
significant
theories
governing
influencers’
(VIs)
interaction
with
followers
on
platforms.
Studies
VI
being
scarce
in
marketing
literature,
authors
attempt
propose
a
theoretical
model
understand
acceptance
VIs
by
users
(SMUs).
Design/methodology/approach
Using
structured
literature
review
case
approach,
conceptual
is
developed
propositions
are
offered.
Findings
Parasocial
(PSI)
between
SMU
builds
up
source
credibility,
thereby
leading
VIs.
Thus,
establish
that
PSI
credibility
theory
combine
explain
SMUs.
Furthermore,
similarity
another
added
dimension
as
suggested
this
study.
A
comparative
analysis
growth
five
major
elucidates
fashion,
electronic,
tourism
health-care
industries
can
use
them
for
promotions
influencers,
especially
luxury
products.
Research
limitations/implications
potent
tool
achieve
improved
brand
awareness
target
young
consumers
(especially
Gen
Y
Z
–
millennials).
Originality/value
The
emergence
recent;
little
comprehended
about
their
Hence,
it
becomes
important
delineate
foundations
VI–SMU
interaction.
addresses
gap
identifying
background
proposes
elucidating
Journal of Retailing and Consumer Services,
Год журнала:
2023,
Номер
75, С. 103459 - 103459
Опубликована: Июнь 25, 2023
Building
upon
the
Stereotype
Content
Model
(SCM),
current
research
provides
insights
into
how
virtual
influencers
(VIs)
influence
consumer
responses.
More
specifically,
it
investigates
associations
between
VI's
anthropomorphism
and
stereotypical
judgments
of
warmth
competence
as
well
differential
mediating
roles
these
stereotypes
in
influencing
consumers'
willingness
to
follow
recommendations
purchase
intentions.
The
results
support
idea
that
anthropomorphizing
VIs
has
a
direct
bearing
on
stereotyping
along
dimensions
SCM.
Consistent
with
"Primacy-of-Warmth
Effect"
hypothesis,
study's
findings
show
perceived
warmth,
compared
competence,
is
positively
more
associated
recommendations.
Furthermore,
reveal
mediates
association
However,
lend
partial
role
competence.
recommendations,
turn,
intention.
paper
wraps
up
some
implications
for
practice.
