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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The power of the content of the influencers in inducing impulse buying: mediating role of trust

Asia Pacific Journal of Marketing and Logistics, Год журнала: 2025, Номер unknown

Опубликована: Фев. 8, 2025

Purpose The present research examines an underlying mechanism outlining how features of the influencers’ content influence consumers’ urge to buy impulsively through mediation trust. Moreover, moderating role persuasion knowledge is also investigated in this study. Design/methodology/approach By employing theory and social capital theory, study develops a framework that tested on 251 media users. PLS-SEM modeling technique employed for data analysis. Findings Results indicate vicarious expressions informational value are two main characteristics influencer’s content, which develop trust posts instigate UBI. In addition, influencer serves as mediator between However, no was found. Originality/value offers inclusive understanding marketers can strategically use influencers by leveraging influential power their content.

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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Navigating the complexities of online opinion formation: An insight into consumer cognitive heuristics

Journal of Retailing and Consumer Services, Год журнала: 2024, Номер 81, С. 103966 - 103966

Опубликована: Июнь 24, 2024

Язык: Английский

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Social media communication, consumer attitude and purchase intention in lifestyle category products: a PLS-SEM modeling

Marketing Intelligence & Planning, Год журнала: 2024, Номер unknown

Опубликована: Авг. 9, 2024

Purpose This study explores the intricate relationship between social media communication, consumer attitude and purchase intention within context of lifestyle category products. With rapid proliferation platforms, businesses have turned to these platforms connect with consumers influence their purchasing decisions. aims provide an in-depth analysis how communication strategies impact attitudes and, in turn, intentions. Design/methodology/approach The employs partial least squares structural equation modeling (PLS-SEM) analyze data collected from a sample consumers. Findings results this present that lack visibility (LV), low-efficiency levels (LEL) unpredictable elements (UE) are ranked as top three major risk hurdles whereas real-time information on package’s location (LV1), putting GPS tracking system track last-mile journey (OT3) users wants time package (LV2) most significant criteria affecting practices modern logistics e-commerce businesses. Research limitations/implications contribute our understanding influences behavior product sector, shedding light underlying mechanisms drive Originality/value By constructing testing experimentally research model reveals thorough pertinent literature identifies multiple important influencing category, paper adds body knowledge marketing. Practical ramifications for firms examined, along suggestions improving tactics, findings.

Язык: Английский

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Consumer escapism: a systematic review

The Journal of Marketing Theory and Practice, Год журнала: 2024, Номер unknown, С. 1 - 23

Опубликована: Окт. 2, 2024

Язык: Английский

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Effects of heuristic and systematic cues on perceived content credibility of Sina Weibo influencers: the moderating role of involvement

Humanities and Social Sciences Communications, Год журнала: 2024, Номер 11(1)

Опубликована: Дек. 2, 2024

Язык: Английский

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Green influencers and consumers’ decoupling behaviors for parasocial relationships and sustainability. A comparative study between Korea and Vietnam

Journal of Retailing and Consumer Services, Год журнала: 2025, Номер 84, С. 104256 - 104256

Опубликована: Фев. 10, 2025

Язык: Английский

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Social Media Influencers and Purchase Intention: A Review and Research Agenda

International Journal of Consumer Studies, Год журнала: 2025, Номер 49(3)

Опубликована: Апрель 10, 2025

ABSTRACT Recent advancements in social media influencer marketing and growing attention from practitioners have propelled academic investigation. Owing to its enormous potential as a research domain, the influence of influencers on consumer purchase intention has gained increasing importance. Motivated by diverse knowledge this emerging stream research, we consolidated existing body literature through systematic review (SLR) employing SPAR‐4‐SLR. By integrating 76 articles published international peer‐reviewed journals between January 2011 December 2023, our highlights key areas intention. It provides an organizing framework assist future research. We attempted combine stock TCCM identify several theories, contexts, characteristics, methods used domain. Our significant gaps directs addressing aspects such methodologies. findings suggest that researchers can investigate psychological theories identity, learning, theory, among others, context virtual influencers, mom travel, or food influencers. Additionally, examine negative effect Further use eye‐tracking facial recognition gain deeper insights into influencers' effectiveness. Researchers varied disciplines, behavior, psychology, marketing, conduct future. At same time, implement their businesses.

Язык: Английский

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How do fashion endorsers’ credibility sources shape young consumers’ attitudes, perceptions, and purchase intents? Decoding fashion influencers using S-O-R perspective

Young Consumers Insight and Ideas for Responsible Marketers, Год журнала: 2025, Номер unknown

Опубликована: Апрель 26, 2025

Purpose This paper aims to analyse how fashion endorsers’ credibility sources interplay with brand perceptions, attitudes and purchase intents of products through the lens stimulus-organism-response (S-O-R) framework source theory (SCT). Furthermore, this study also tests influencer perceptions mediate, as well gender age (Gen Z Gen Y) moderate in model. Design/methodology/approach The conceptual model is built upon an expanded SCT combined S-O-R theoretical underpinning backdrop marketing. A purposive sampling procedure used obtain responses from Indian young consumers. covariance-based structural equation modelling along mediation multi-group analysis using AMOS 24. Findings findings demonstrate that all indicators directly impact except perceived credibility; however, perception was driven solely by attractiveness. Both intentions. acted a partial mediator underlying relationships between measures. Besides, partly moderated research Research limitations/implications offers key insights for practitioners, marketers academics regarding crucial factors influencing proclivity expanding industry. In addition, assist formulate promising strategies employing appropriate influencers also, foster consumers Originality/value extends incorporating additional measures within framework. provides more nuanced understanding psychological mechanisms consumers’ purchasing behaviour, especially light developing market.

Язык: Английский

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