Journal of Business Research,
Год журнала:
2024,
Номер
185, С. 114916 - 114916
Опубликована: Авг. 26, 2024
A
C
TComputer-generated
virtual
influencers
(VIs)
are
increasingly
used
in
advertising
as
there
many
advantages.In
four
experimental
studies,
two
types
of
VIs
and
their
impact
on
effectiveness
compared.Key
findings
that
highly
human-like
lead
to
higher
trustworthiness,
while
a
more
cartoon-like
appearance
increases
novelty.The
reasoning
behind
the
varying
evaluation
VI
is
explored
through
lens
psychological
distance
construal
level
theory,
suggesting
appropriate
message
focus
enhances
influencers'
benefits
moderator.It
further
shown
different
cultural
settings
play
an
important
role
for
perception,
finding
cartoon-influencer's
novelty
effect
restricted
consumer
groups
low
familiarity.The
studies
contribute
growing
literature
effectiveness,
delivering
theoretical
underpinning
assessment.Managerially,
it
concluded
both
can
be
successful
endorsers,
but
under
careful
consideration
various
factors.
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.
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 Product & Brand Management,
Год журнала:
2024,
Номер
33(2), С. 287 - 299
Опубликована: Фев. 5, 2024
Purpose
This
study
aims
to
investigate
the
rising
trend
of
virtual
influencers
–
digitally
created
characters
with
human-like
attributes.
It
evaluate
and
compare
their
effectiveness
human
in
terms
brand
attitudes
purchase
intentions.
uncovers
mechanisms
underlying
differences
observed
between
counterparts.
Design/methodology/approach
The
research
uses
a
2
(influencer
type:
vs
virtual)
×
3
(product
functional
symbolic
experiential)
between-subjects
design.
Through
pilot
(
n
=
334)
main
352),
examines
interactive
effects
influencer
product
type
on
attitude
Hypotheses
were
developed
tested
using
moderating
mediation
models
centered
authenticity
product–endorser
fit.
Findings
Virtual
are
perceived
as
less
authentic
than
across
all
types,
negatively
influencing
intention.
However,
extent
which
affects
intentions,
mediated
by
fit,
varies
based
type.
Originality/value
emphasizes
two
key
fit
influencers.
suggests
that
aligning
suitable
types
can
offset
deficit,
significantly
affecting
endorsement
effectiveness.
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.
