Can virtual influencers affect purchase intentions in tourism and hospitality e-commerce live streaming? An empirical study in China

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

Язык: Английский

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Artificial Intelligence Influencers’ Credibility Effect on Consumer Engagement and Purchase Intention

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.

Язык: Английский

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Do they look human? Review on virtual influencers

Management Review Quarterly, Год журнала: 2024, Номер unknown

Опубликована: Апрель 29, 2024

Язык: Английский

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Anthropomorphic last-mile robots and consumer intention: An empirical test under a theoretical framework

Journal of Retailing and Consumer Services, Год журнала: 2024, Номер 81, С. 104028 - 104028

Опубликована: Авг. 3, 2024

Язык: Английский

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A systematic literature review of virtual idol from the perspective of the business role ecosystem

Internet Research, Год журнала: 2025, Номер unknown

Опубликована: Янв. 2, 2025

Purpose Virtual idols have entered the golden period as main form of future digital people. However, existing studies only focus on a single idol type and partial role relationships related to virtual idols, lacking synthesized insights. To address these gaps, this paper summarizes different types all achieve comprehensive literature review. Design/methodology/approach Based business ecosystem theory, constructs framework for from two subsystems value co-creation realization. Findings Firstly, we extract common characteristics generalized definition applicable diverse types. Secondly, find that there are commonalities differences in significant application fields. Thirdly, subsystem mainly focuses mechanisms relationship between demanders (RRID). A few idols’ constructions producers (RRPI) phenomena (RRDP). Finally, realization consumer attitudes RRID. tripartite enterprises (RRPT) RRPI. Practical implications This points out implementing directions industry practitioners, gives strategies promote economic realizations emphasizes importance cultural communication. Originality/value discusses theoretical gaps possible research regarding characteristics, applications relationships.

Язык: Английский

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Delight my brain and my eyes: Credibility and aesthetic judgments of endorsers

Journal of Retailing and Consumer Services, Год журнала: 2025, Номер 84, С. 104217 - 104217

Опубликована: Янв. 13, 2025

Язык: Английский

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A new social media programme for brands? A study of the relationship between virtual influencers and brand followers

Journal of Retailing and Consumer Services, Год журнала: 2025, Номер 84, С. 104241 - 104241

Опубликована: Янв. 31, 2025

Язык: Английский

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Endorsing alone or with humans: Investigating the impact of virtual influencers’ presentation formats on endorsement effectiveness

Journal of Retailing and Consumer Services, Год журнала: 2025, Номер 84, С. 104248 - 104248

Опубликована: Фев. 3, 2025

Язык: Английский

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How Do Virtual Influencers Affect Consumer Brand Evangelism in the Metaverse? The Effects of Virtual Influencers’ Marketing Efforts, Perceived Coolness, and Anthropomorphism

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.

Язык: Английский

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Unveiling the Power of Virtual Influencers: Impact of Content and Credibility on Consumer Engagement and Purchase Intentions

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.

Язык: Английский

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