Psychology and Marketing,
Год журнала:
2024,
Номер
41(5), С. 1115 - 1132
Опубликована: Янв. 31, 2024
Abstract
This
research
aims
to
explore
the
role
of
brand
personality
self‐congruity
(BPC)
in
affecting
consumers'
purchase
behavior
a
particular
setting:
video‐based
social
media
(i.e.,
TikTok).
Moreover,
we
test
moderating
emotional
attachment
influencer
and
mediating
engagement
intention.
Finally,
delve
into
antecedents
effectiveness
their
relationship
with
actual
purchases.
To
do
so,
leverage
two
quantitative
studies
(n1
=
248;
n3
247)
qualitative
one.
Results
from
Study
1
indicate
that
lower
consumers
perceive
gap
between
self‐image,
more
they
are
inclined
engage
brand.
find
does
not
play
influencing
intention,
positing
BPC
have
different
emotion
dynamics
outcomes.
Building
on
1,
2
leverages
focus
group
identify
effectiveness.
highlight
sense
indulgence
appears
minds
when
confronted
brands
congruity
self.
indulgence,
case
low
BPC,
hinders
ability
create
an
consumer.
3
quantitatively
tests
under
conditions
(entertaining
vs.
informative
content
type)
highlighting
influence
individuals
high
(vs.
low)
BPC.
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.
Administrative Sciences,
Год журнала:
2023,
Номер
13(8), С. 178 - 178
Опубликована: Авг. 2, 2023
In
recent
years,
a
new
type
of
influencer
has
emerged
in
the
field
social
media
marketing:
virtual
influencers.
Though
it
is
spreading
fast,
trend
still
and,
therefore,
limited
research
been
conducted
on
topic.
This
study
aims
to
investigate
impact
influencers
customers
and
whether
there
direct
human
due
rise
industry.
The
employed
questionnaire-based
survey
method
collect
analyse
responses
from
sample
357
participants.
questions
focus
trust,
credibility,
expertise,
contribution
purchase
intention
by
results
indicate
that
are
increasingly
attracted
influences
perceived
as
more
trustworthy,
credible,
relevant
customers’
preferences,
leading
an
increase
intention.
also
discusses
implications
these
findings
for
managers
designing
marketing
campaigns.
International Journal of Consumer Studies,
Год журнала:
2023,
Номер
47(6), С. 2479 - 2494
Опубликована: Май 24, 2023
Abstract
Over
the
past
few
years,
popularity
of
influencers
on
social
media
(SM)
has
increased,
and
influencer
marketing
become
an
important
element
in
companies'
strategies.
This
resulted
significant
interest
from
researchers
practitioners;
consequently,
number
publications
devoted
to
topic
risen.
Simultaneously,
computer‐generated
avatars
virtual
(VIs),
including
those
using
artificial
intelligence
(AI)
machine
learning,
have
begun
emerge
gain
SM
space.
Thus
far,
research
these
topics
been
limited,
with
studies
examining
issue
different
perspectives.
Given
growing
potential
VIs'
inclusion
consumer
decision‐making
process,
this
being
a
developing
field,
comprehensive
critical
review
existing
subject
is
urgently
needed.
In
response,
study
consolidates
current
state
virtual,
AI,
influencers.
A
systematic
peer‐reviewed
articles
was
conducted
identify
key
themes
dominant
concepts.
An
analysis
35
provides
understanding
phenomenon,
shedding
light
mechanisms
underlying
appeal
VIs
their
role
shaping
attitudes
behaviors.
Based
analysis,
main
thematic
streams
are
presented.
Further,
gaps
identified,
recommendations
made
for
future
directions.
Journal of Retailing and Consumer Services,
Год журнала:
2024,
Номер
79, С. 103831 - 103831
Опубликована: Март 26, 2024
The
surge
in
social
media's
popularity
has
catalyzed
the
emergence
and
growth
of
media
influencers
(SMIs)
their
pivotal
role
marketing
strategy.
This
study
examines
impact
SMI
over-endorsement
on
consumer
purchase
intentions,
mediating
this
relationship
through
influencer
authenticity
credibility,
moderating
it
with
product
interest.
Employing
a
moderated-mediation
model
using
partial
least
squares
structural
equation
modeling
(PLS-SEM),
analyzes
survey
data
collected
from
303
users.
Contrary
to
intuitive
expectations,
does
not
directly
affect
intentions;
instead,
its
negative
influence
is
significantly
mediated
by
reduced
perceptions
credibility
among
SMIs,
interest
serving
as
mitigating
mechanism.
revelation
challenges
conventional
beliefs
revealing
that
repercussions
excessive
endorsements
are
erosion,
overshadowing
any
concerns
regarding
authenticity.
Importantly,
adverse
effect
can
be
mitigated
fostering
strategic
buffer.
suggests
rather
than
curtailing
endorsement
frequencies,
brands
SMIs
should
focus
amplifying
(e.g.,
enhancing
engagement
relevance)
thus
sustain
or
even
increase
activities
without
compromising
perceived
influencers,
thereby
maintaining
effectiveness
campaigns.
therefore
contributes
novel
insights
into
dynamics
marketing,
particularly
effects
behavior
conditions
under
which
these
may
neutralized.
Journal of Retailing and Consumer Services,
Год журнала:
2024,
Номер
78, С. 103746 - 103746
Опубликована: Фев. 1, 2024
In
an
age
where
online
shopping
permeates
daily
life,
the
cascading
influences
originating
from
parasocial
interactions
play
a
pivotal
role
in
steering
consumers'
purchase
decisions.
This
research
delves
deep
into
interplay
of
interaction,
vicarious
expression,
electronic
word-of-mouth
(eWOM),
and
bandwagon
effect,
all
converging
towards
influencing
intention.
Through
two
controlled
quasi-experiments—with
232
participants
Study
1
252
2—we
offer
fresh
perspective
rooted
relationship
theory.
delineates
how
heighten
impact
expressions,
leading
to
amplified
effect
pronounced
eWOM.
The
study
further
corroborates
mediating
expression
between
interaction
effect.
2
sheds
light
on
cyclical
nature
this
process,
illustrating
that
eWOM,
turn,
reinforces
driving
These
findings
underscore
potent
influence
purchasing
behaviors,
suggesting
brands
can
strategically
leverage
such
enhance
eWOM
harness
Moreover,
recognizing
reinforcement
offers
marketers
unique
opportunity
amplify
sustain
momentum.
International Journal of Consumer Studies,
Год журнала:
2025,
Номер
49(1)
Опубликована: Янв. 1, 2025
ABSTRACT
Drawing
on
the
stimulus‐organism‐response
(S‐O‐R)
framework,
current
work
contends
that
interplay
between
Humanoid
Virtual
Influencer
(HVI)
traits
acts
as
a
stimulus
shapes
consumers'
sense
of
social
presence
and
perception
HVI's
attractiveness,
which
in
turn
influences
their
willingness
to
follow
recommendations
purchase
intention.
Four
online
survey
studies
were
conducted
among
Instagram
users
Japan.
The
results
from
Study
1
show
animism
partially
mediates
impact
HVI
anthropomorphism
presence.
Moreover,
2
reveals
warmth
competence
dimensions,
stereotypical
evaluations,
mediate
influence
Unexpectedly,
3
found
attractiveness
does
not
linkage
disposition
recommendations.
However,
4
mediating
factor
pathway
intention
make
purchase.
This
research
expands
existing
literature
by
considering
an
additional
characteristic
HVIs
examining
its
evaluations.
These
insights
provide
practical
implications
for
retail
marketers
who
collaborate
with
advertising
efforts.
