Journal of Resilient Economies (ISSN 2653-1917),
Год журнала:
2024,
Номер
4(2)
Опубликована: Дек. 30, 2024
The
consumption
and
production
of
household
goods
services
is
a
significant
contributor
to
climate
change,
which
has
led
the
rise
more
sustainable
brands.
aim
this
paper
offer
an
analysis
advantages,
practical
applications,
limitations
ethical
risks
GenAI
within
realm
marketing.
contributes
literature
since
there
scarcity
scholarly
research
that
explores
what
could
mean
for
findings
show
double-edged
sword:
it
potential
foster
creativity,
support
brand
activism,
increase
public
‘green’
policies,
improve
efficiencies,
however
‘ethics-washing’
harm
Many
countries
have
developed
voluntary
principles
frameworks
ensure
AI
practiced
in
safe
responsible
manner.
A
comprehensive
classification
these
provided.
Five
key
are
summarised
such
as
benefiting
society,
avoiding
harm,
autonomy,
justice,
explainability.
concludes
with
recommendations
bridging
gap
between
practices
context
marketing,
including
selective
disclosure,
design
inclusive
chatbots,
use
visualizations
achieve
sustainability
goals,
third
party
certification
schemes,
training
education.
Recommendations
future
outlined.
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.
Current Issues in Tourism,
Год журнала:
2025,
Номер
unknown, С. 1 - 18
Опубликована: Янв. 17, 2025
This
study
aims
to
investigate
the
mechanism
through
which
apparel
of
virtual
endorsers
influences
tourists'
favorability
towards
a
destination.
Drawing
on
symbolic
interactionism
and
processing
fluency
theory,
mediation
model
is
developed
explore
this
effect.
Virtual
endorsers,
as
an
emerging
form
destination
promotion,
have
potential
influence
brand
endorsement
effectiveness
their
design
linguistic
style.
While
previous
research
has
primarily
focused
marketing
impact
limited
attention
been
given
how
choice
specifically
affects
tourist
attitudes.
Through
three
experiments,
paper
examines
mechanisms
endorsers'
favorability.
The
results
show
that
dressed
in
unique
destination-specific
significantly
increase
compared
those
mainstream
attire
(Experiment
1).
Processing
mediates
effect
2).
Additionally,
style
endorser
moderates
mechanism:
when
using
figurative
language,
significant,
but
it
diminishes
literal
language
3).
not
only
enriches
theoretical
framework
also
provides
practical
strategies
for
management.
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.
