Alanya Akademik Bakış,
Год журнала:
2025,
Номер
9(1), С. 324 - 339
Опубликована: Янв. 30, 2025
Pazarlama
iletişiminin
önemli
araçlarından
biri
haline
gelen
etkileyici
pazarlamada
dijitalleşme
ve
yapay
zekanın
etkisiyle
sanal
etkileyiciler
de
kullanılmaya
başlanmıştır.
Bu
çalışmada,
etkileyicilere
etkileyicilerin
pazarlama
iletişiminde
kullanılmasına
yönelik
tüketici
tutumlarının
ortaya
çıkarılması
amaçlanmıştır.
amaç
doğrultusunda
veri
elde
etmede
nitel
araştırma
yöntemlerinden
derinlemesine
mülakat
tekniği
kullanılmıştır.
Çalışma
sonuçlarına
göre
negatif
tutumlar
gerçek
dışılık
yapaylık,
duygusal
eksiklikler,
endişe
oluşturma,
reklam
unsuru
olma;
pozitif
ise
yenilik
ilgi
çekicilik,
kolaylık,
uzmanlık
olarak
çıkarılmıştır.
Bununla
birlikte,
kullanımı
kapsamında,
kullanan
markaya
tutum
satın
alma
niyeti
ile,
niyetini
şekillendiren
unsurlar
da
(sanal
özellikleri,
bireysel
özellikler,
kullanım
stratejileri,
ürün
türü,
ilgilenim)
araştırılmıştır.
Elde
edilen
bulgular
doğrultusunda,
markalara
iletişimi
çerçevesinde
öneriler
sunulmaktadır.
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.
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.
