Journal of Consumer Marketing,
Год журнала:
2025,
Номер
unknown
Опубликована: Март 31, 2025
Purpose
Artificial
intelligence
(AI)-enabled
chatbots
are
considered
one
of
the
most
intelligent
applications
with
a
high
degree
anthropomorphism
as
they
can
make
interactions
and
conversations
customers
more
human-like.
Therefore,
this
study
aims
to
discover
how
AI
shape
different
aspects
online
customer
experience
reactions,
such
emotional
brand
attachment
loyalty.
Design/methodology/approach
This
adopted
flow
model
theoretical
base.
The
current
was
also
extended
by
considering
service
agents
quality
(AISAQUAL).
A
quantitative
approach
validate
research
test
main
hypotheses.
an
survey
questionnaire
conducted
500
using
AI-enabled
in
Jordan.
Findings
Statistical
results
supported
strong
significant
impact
AISAQUAL
on
experience,
which
turn
significantly
predicted
both
Research
limitations/implications
conceptual
considers
two
factors
–
key
drivers
experience.
In
regard,
R
2
value
60%
recorded
chatbots,
other
may
contribute
influencing
customers’
chatbots.
Some
important
be
future
studies
include
capabilities
(Urbani
et
al.
,
2024),
cultural
differences
(Shams
perceived
credibility
(Shin,
2022)
reciprocity
(Adam
Benlian,
2023).
Practical
implications
provides
valuable
guidelines
for
providers,
practitioners
designers.
These
help
build
successful
that
enhance
create
attractive
unique
user
experiences.
Originality/value
comprehensive
proposed
offers
holistic
understanding
psychological,
personal
environmental
overall
From
methodological
perspective,
successfully
used
statistically
empirically
validated
metrics
measure
model,
particularly
context
Middle
East
(Jordan).
Future
apply
these
robustly
evaluate
effectiveness
anthropomorphic
similar
contexts.
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
Journal of theoretical and applied electronic commerce research,
Год журнала:
2025,
Номер
20(1), С. 17 - 17
Опубликована: Янв. 23, 2025
In
the
evolving
world
of
influencer
marketing,
Artificial
Intelligence
(AI)
influencers
are
creating
significant
impact
and
transforming
approach
to
brand
promotions
on
social
media
platforms.
recent
times,
many
popular
brands
have
partnered
with
AI
engage
their
audiences.
become
as
a
novel
method
for
increase
customer
engagement
create
purchase
intention,
but
there
is
scarcity
research
this
emerging
trend
marketing.
The
AI-based
virtual
effect
consumer
intention
remain
largely
unexplored.
This
study
used
questionnaire-based
survey
414
responses
were
collected.
result
from
shows
that
credibility,
informative
value
human-likeness
major
factors
influencing
towards
promoted
through
influencers.
attractiveness
entertainment
influencer’s
posts
affect
exhibit
no
intention.
Theoretical
managerial
recommendations
related
influencers’
marketing
presented.
Journal of theoretical and applied electronic commerce research,
Год журнала:
2025,
Номер
20(1), С. 36 - 36
Опубликована: Фев. 25, 2025
Modern
commercial
organizations
have
started
to
embrace
the
metaverse
platform
as
a
new
channel
for
marketing
their
products
and
services.
As
prominent
brand
representatives,
virtual
influencers
are
responsible
strengthening
consumer–brand
connections
in
metaverse.
However,
ways
which
contribute
consumers’
fidelity
evangelistic
behaviors
remain
unknown.
To
address
this
gap,
work
explores
essential
factors
that
impact
intention
trust
metaverse,
purchase
they
promote,
engage
behaviors.
Specifically,
framework
is
developed
integrates
influencers’
efforts,
perceived
coolness,
anthropomorphism,
evangelism,
into
comprehensive
conceptual
research
model.
Survey
results
obtained
from
713
respondents
US
demonstrate
anthropomorphism
positively
influence
evangelism.
The
findings
also
indicate
encourages
evangelism
mediates
relationship
between
features,
behavior.
This
study’s
significance
lies
its
focus
on
evolving
dynamics
It
considers
how
features
efforts
brand-related
attitudes
offering
valuable
insights
advancement
of
practice.
Journal of Relationship Marketing,
Год журнала:
2025,
Номер
unknown, С. 1 - 32
Опубликована: Март 24, 2025
This
study
investigates
the
impact
of
virtual
influencers
(VIs)
on
consumer
engagement
and
purchase
intention
in
social
media
marketing
by
examining
how
VIs'
efforts
individuals'
tendencies
for
online
interaction
influence
with
VI-related
content
media.
Additionally,
it
explores
role
influencer
type
(human
vs.
virtual)
characteristics
(expertise
trustworthiness)
intention.
Through
two
empirical
studies,
effectiveness
VIs
was
assessed:
Study
1
established
baseline
effects
explored
VI
(SME),
while
2
investigated
moderates
interactive
between
influencers'
The
findings
indicate
that
positively
impacts
SMEs
intention,
but
does
not
significantly
explain
relationship
endorser
Our
highlight
brands
should
assess
traits
before
integrating
them
into
strategies.
we
provide
insightful
recommendations
fostering
effective
collaboration
endeavors
targeting
consumers.
