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.
International Journal of Human-Computer Interaction,
Год журнала:
2024,
Номер
unknown, С. 1 - 18
Опубликована: Июль 4, 2024
While
the
popularity
of
virtual
influencers
in
influencer
marketing
is
on
rise,
little
known
about
reasons
behind
their
increasing
popularity.
Furthermore,
there
also
a
dearth
research
examining
why
and
how
could
be
more
effective
than
human
influencing
consumer
purchase
decisions.
Drawing
concept
perceived
authenticity
machine
heuristic,
this
study
investigates
effects
type
(virtual
vs.
influencer)
consumers.
In
addition,
we
explore
if
heuristic
will
moderate
consumers
whether
trust
intentions
subsequently
associated
with
influencer.
Results
from
an
online
between-subjects
designed
experiment
(N
=
130)
indicated
that
were
unexpectedly
as
authentic
influencers.
Additionally,
significantly
increased
among
those
strong
belief
heuristic.
Subsequently,
found
positive
association
between
extent
consumers'
them.
was
positively
intention
to
products
they
promoted
by
These
findings
provide
valuable
insights
into
use
for
purposes.
Further
theoretical
practical
implications
are
discussed.
Asia Pacific Journal of Marketing and Logistics,
Год журнала:
2024,
Номер
unknown
Опубликована: Авг. 7, 2024
Purpose
This
study
aims
to
provide
supplements
the
research
on
digital
human
avatar
(DHA)
and
suggestions
for
brands
use
DHA
appropriately
build
brand
fans
effect.
Design/methodology/approach
On
basis
of
integrating
Avatar
theory
Stimulus-organism-response
theory,
this
obtains
data
from
733
Chinese
respondents
aged
18–25
uses
regression
analysis
bootstrap
verify
relationships
among
variables:
characteristics
(form
realism,
behavioral
realism
alignment)
as
independent
variables,
effect
dependent
variable,
consumer
positive
emotion
mediating
variable
product
type
(experience
vs
search)
moderating
variable.
Findings
The
results
show
that
positively
influence
emotion,
influences
plays
a
role.
Meanwhile,
experience
products,
impact
DHA’s
form
is
higher
than
alignment;
search
alignment
realism.
Originality/value
enriches
expands
empirical
perspectives
conclusions
in
field,
improves
its
framework
provides
Journal of Product & Brand Management,
Год журнала:
2025,
Номер
unknown
Опубликована: Янв. 3, 2025
Purpose
Influencer
marketing
has
emerged
as
a
key
strategy
for
brands
to
promote
green
products.
The
effectiveness
of
virtual
influencers
–
newer
type
endorser
these
products
remains
unclear.
This
study
aims
compare
the
and
human
in
promoting
uncover
mechanisms
that
drive
their
influence.
Design/methodology/approach
In
this
research,
hypotheses
were
examined
across
three
experimental
studies.
Study
1
initially
investigated
endorsing
2
identified
perceived
altruistic
motivation
congruence
product
influencer
mechanisms.
3
explored
moderating
effect
language
(rational
vs
emotional).
Findings
findings
indicate
are
generally
less
effective
than
products,
largely
due
lower
congruence.
Yet,
using
rational
promotional
posts
can
enhance
Originality/value
combines
mind
perception
theory
with
match-up
hypothesis
explore
intrinsic
congruence,
specifically
from
an
emotional
perspective,
based
on
unique
attributes
These
insights
guide
selecting
suitable
endorsers
context
increasing
environmental
awareness
digitalization.
Asia Pacific Journal of Marketing and Logistics,
Год журнала:
2025,
Номер
unknown
Опубликована: Янв. 21, 2025
Purpose
Nowadays,
more
and
brands
are
developing
their
own
virtual
ambassadors
for
interactive
communication
marketing
with
consumers.
Exploring
the
effectiveness
of
brand
on
consumer
behavior
is
crucial
to
understanding
interactions
between
brands,
consumers
as
well
further
increasing
engagement
in
AI-mediated
marketing.
Design/methodology/approach
This
study
investigated
different
effects
terms
ambassadors’
anthropomorphism,
experience
through
a
mixed
method
questionnaires
semi-structured
interviews.
Findings
The
results
indicate
that
consumers’
sharing,
reviewing
purchasing
significantly
positively
influenced
by
anthropomorphism
experience.
In
addition,
specific
anthropomorphic
features
experiences
were
discussed
detail.
Originality/value
helps
develop
manage
communication.
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
International Journal of Contemporary Hospitality Management,
Год журнала:
2024,
Номер
unknown
Опубликована: Сен. 20, 2024
Purpose
This
study
aims
to
examine
how
virtual
influencers
(VIs)
affect
purchase
intentions
in
tourism
and
hospitality
e-commerce
live
streaming
(THCLS)
by
focusing
on
the
roles
of
VIs’
source
credibility,
trust
products,
VIs,
emotional
engagement,
parasocial
relationships
influencer–product
congruence.
Design/methodology/approach
Survey
data
from
416
active
viewers
VIs
THCLS
were
analysed
using
partial
least
squares
structural
equation
modelling.
Findings
highlights
importance
which
positively
affects
product,
engagement.
However,
credibility
does
not
have
a
positive
impact
relationships.
Trust
products
influences
VIs.
Emotional
engagement
significantly
influence
relationships,
which,
intentions.
Influencer–product
congruence
strengthens
link
between
but
moderate
relationship
No
significant
gender
differences
observed,
although
minor
discrepancies
noted
effect
The
importance–performance
map
analysis
revealed
that
are
most
important
factor
influencing
intentions,
while
has
highest
performance,
is
lowest
performance.
Practical
implications
provides
actionable
insights
for
marketers
leveraging
sector,
emphasizing
strategies
enhance
VI
foster
ensure
adopt
gender-neutral
marketing
approaches
effectively
Originality/value
offers
theoretical
practical
into
role
THCLS,
illuminating
their
consumer
behaviour
