Journal of Consumer Marketing,
Год журнала:
2025,
Номер
unknown
Опубликована: Янв. 7, 2025
Purpose
This
study
aims
to
understand
the
relationship
among
anthropomorphic
features,
perceived
authenticity
on
customer
engagement
and
electronic
word
of
mouth
using
integration
realism
trust
theory
in
context
virtual
influencers
(VI).
research
also
investigates
moderation
brand
familiarity
both
focal
aspects
(cognitive
affective),
cues
authenticity.
Design/methodology/approach
A
mall-intercept
survey
approach
was
used
collect
responses
a
structured
from
377
respondents
India.
The
proposed
model
tested
structural
equation
modelling.
Findings
findings
indicate
that
physical
cognitive
features
influence
trust.
However,
affective
is
only
influenced
by
Apart
this,
higher
levels
VI
contribute
towards
lead
sharing
mouth.
Finally,
moderates
between
emotional
Practical
implications
popularity
driving
companies
redesign
their
marketing
strategies.
Due
limitations
human
influencers,
are
allocating
budgets
for
VI-based
it
still
unclear
how
consumers
perceive
as
endorser
what
would
be
its
implications.
suggests
looking
such
physical,
humanness
VI,
along
with
authentic
content
shared
through
them
instil
Once
built,
will
engaged
say
positive
things
about
VI.
Originality/value
fills
gap
examining
contributed
dimensions
further
enhancing
examined
antecedents.
Journal of Retailing and Consumer Services,
Год журнала:
2024,
Номер
79, С. 103790 - 103790
Опубликована: Март 12, 2024
Recent
studies
have
demonstrated
the
potential
of
generative
artificial
intelligence
(GenAI)
in
enhancing
marketing
content.
However,
its
impact
on
consumer
behavior
has
remained
empirically
untested.
In
response
to
social
media
platforms
mandating
disclosure
GenAI
content,
we
investigate
how
followers
perceive
brands
that
use
for
content
creation.
Drawing
from
literature
algorithm
aversion
and
brand
authenticity,
results
three
experimental
indicate
brands'
adoption
induces
negative
attitudinal
behavioral
follower
reactions.
These
effects
are
mediated
by
followers'
perceptions
authenticity
can
be
triggered
disclosure.
Negative
reactions
attenuated
if
is
used
assist
humans
creation
rather
than
replace
them
through
automation.
Our
findings
underscore
need
nuance
unlock
economic
benefits
without
compromising
relationships
with
consumers.
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.
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.
Young Consumers Insight and Ideas for Responsible Marketers,
Год журнала:
2024,
Номер
25(6), С. 851 - 868
Опубликована: Июнь 24, 2024
Purpose
Based
on
the
computers
as
social
actors
(CASA)
theory,
this
study
aims
to
explore
impact
of
three
characteristics
virtual
influencers
(conversational
tone,
autonomy
and
responsiveness)
presence,
telepresence
customer
engagement.
Design/methodology/approach
Using
purposive
sampling
technique,
online
survey
was
administered
Chinese
Gen-Z
consumers
engaging
with
influencers.
Subsequently,
357
respondents
were
sampled.
SPSS
29.0
Smart
PLS
4.0
used
perform
analyses.
Findings
The
results
show
that
conversational
tone
responsiveness
have
significant
positive
effects
both
presence
telepresence.
Autonomy
has
a
effect
telepresence,
but
not
presence.
Social
Originality/value
As
burgeoning
field,
there
is
still
uncertainty
among
practitioners
researchers
about
methods
engage
their
users
in
context
media.
Limited
research
focused
(social
telepresence)
due
Therefore,
CASA
theory
offers
valuable
insights
into
how
influencers’
contribute
engagement
provides
practical
guidance
for
design
British Journal of Management,
Год журнала:
2024,
Номер
36(1), С. 202 - 222
Опубликована: Май 30, 2024
Abstract
Although
virtual
influencers,
that
is,
computer‐generated
personas,
have
been
a
growing
trend
in
marketing,
we
still
know
very
little
about
their
impact
on
consumers’
attitudes
and
behaviour.
To
bridge
this
gap,
study:
(a)
explores
individuals’
acceptance
of
influences
induced
by
influencers
(b)
investigates
how
influence
translates
into
Drawing
Social
Influence
Theory,
first
conducted
comprehensive
literature
review
to
extract
the
key
attributes
(i.e.
warmth,
relatedness,
interactivity,
competence,
empathy,
uniqueness,
fairness
credibility)
as
enablers
engagement
can
determine
acceptance.
Then,
based
601
survey
responses
using
fuzzy‐set
qualitative
comparative
analysis,
analysed
associations
between
engagement,
processes
compliance,
identification
internalization)
behavioural
(purchase
intention
behaviour
adoption).
Our
findings
highlight
various
sets
influencer
lead
high
degrees
internalization,
responses.
We
contribute
explaining
causes
persuasiveness
effectiveness
stimulating
study
also
offers
practical
insights
brand
managers
leverage
online
marketing
strategies.
