The authentic virtual influencer: Authenticity manifestations in the metaverse

Journal of Business Research, Год журнала: 2023, Номер 170, С. 114325 - 114325

Опубликована: Окт. 12, 2023

Язык: Английский

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Artificial intelligence-generated virtual influencer: Examining the effects of emotional display on user engagement

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.

Язык: Английский

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Virtual influencer marketing: the good, the bad and the unreal

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.

Язык: Английский

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Making Sense? The Sensory-Specific Nature of Virtual Influencer Effectiveness

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.

Язык: Английский

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Can you sense without being human? Comparing virtual and human influencers endorsement effectiveness

Journal of Retailing and Consumer Services, Год журнала: 2023, Номер 75, С. 103456 - 103456

Опубликована: Июнь 15, 2023

Язык: Английский

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The emergence of virtual influencers: a shift in the influencer marketing paradigm

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

Язык: Английский

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Stereotyping human-like virtual influencers in retailing: Does warmth prevail over competence?

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.

Язык: Английский

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How do social media influencers induce the urge to buy impulsively? Social commerce context

Journal of Retailing and Consumer Services, Год журнала: 2023, Номер 77, С. 103621 - 103621

Опубликована: Ноя. 18, 2023

Язык: Английский

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Mere copycat? The effects of human versus human-like virtual influencers on brand endorsement effectiveness: A moderated serial-mediation model

Journal of Retailing and Consumer Services, Год журнала: 2023, Номер 76, С. 103610 - 103610

Опубликована: Окт. 21, 2023

Язык: Английский

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Intelligent influencer marketing: how AI-powered virtual influencers outperform human influencers

Technological Forecasting and Social Change, Год журнала: 2023, Номер 200, С. 123113 - 123113

Опубликована: Дек. 24, 2023

Язык: Английский

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