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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The Power of Virtual Influencers: Impact on Consumer Behaviour and Attitudes in the Age of AI

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.

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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Virtual influencers as an emerging marketing theory: A systematic literature review

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.

Язык: Английский

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Virtually human: anthropomorphism in virtual influencer marketing

Journal of Retailing and Consumer Services, Год журнала: 2024, Номер 79, С. 103797 - 103797

Опубликована: Март 17, 2024

Язык: Английский

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From likes to loyalty: Exploring the impact of influencer credibility on purchase intentions in TikTok

Journal of Retailing and Consumer Services, Год журнала: 2024, Номер 78, С. 103709 - 103709

Опубликована: Янв. 15, 2024

Язык: Английский

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Avatars of influence: Understanding how virtual influencers trigger consumer engagement on online booking platforms

Journal of Retailing and Consumer Services, Год журнала: 2024, Номер 78, С. 103742 - 103742

Опубликована: Фев. 15, 2024

Язык: Английский

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Social media influencer over-endorsement: Implications from a moderated-mediation analysis

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.

Язык: Английский

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Domino effect of parasocial interaction: Of vicarious expression, electronic word-of-mouth, and bandwagon effect in online shopping

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.

Язык: Английский

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Artificial Intelligence in Marketing Communication: A Comprehensive Exploration of the Integration and Impact of AI

Technium Social Sciences Journal, Год журнала: 2024, Номер 55, С. 64 - 81

Опубликована: Март 8, 2024

This study investigates the transformative impact of artificial intelligence (AI) on marketing communications through an evaluation research approach. Focused enhancing personalization, efficiency, and strategic insight, explores AI’s applications in content creation, customer service, social media, influencer marketing, predictive analytics. The results reveal a paradigm transition engagement behaviour analysis, highlighting role providing profound insights facilitating real-time interactions. Personalized targeted advertising have evolved, with AI analysing vast datasets to craft tailored messages, significantly communication relevance. extends creation curation, accelerating processes natural language generation improving personalization. Moreover, AI-driven chatbots redefine 24/7 personalized support actively contributing strategies. Social media benefit from optimization delivery, campaign measurement. synergy between analytics anticipates consumer behavior, enabling precise targeting optimizing journey. concludes implications for businesses, advocating integration sustained growth, emphasizes necessity staying attuned emerging innovations future research. serves as roadmap, guiding businesses toward successfully navigating digital era’s evolving view.

Язык: Английский

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