Management Research Review,
Год журнала:
2025,
Номер
unknown
Опубликована: Фев. 10, 2025
Purpose
With
the
advent
of
metaverse,
virtual
influencers
(VIs)
are
on
rise
and
so
is
their
usage
in
advertisement
various
products
services.
This
study
aims
to
explore
domain
sustainable
marketing
presents
whether
a
VI
can
be
more
effective
than
human
counterparts
(HIs)
when
it
comes
environmental
messaging.
The
uses
concept
message
frames
check
which
frame
influencer
type
leads
communication
ultimately
purchase
decisions.
Design/methodology/approach
A
2
×
experimental
design
was
employed
effect
(HI
vs
VIs)
effectiveness
using
positive
negative
affect
intentions
followers.
combination
two-way
ANOVA
along
with
PLS-SEM
used
validate
hypothesized
relationships.
Findings
findings
from
structural
equation
modelling
revealed
that
HIs
still
continue
better
at
communicating
messages
VIs.
Further,
lines
previous
research
this
highlighted
importance
enhancing
posts
related
causes.
Additionally,
association
between
effectiveness,
consequential
awareness,
activism
intentions.
Originality/value
Though
there
an
emergent
interest
VIs,
scant
literature
exists
how
they
encourage
consumer
behaviour.
attempts
fill
gap
by
assessing
comparison
VIs
terms
promoting
consumption.
It
novel
effort
crossover
marketing.
Psychology and Marketing,
Год журнала:
2024,
Номер
41(8), С. 1833 - 1853
Опубликована: Май 2, 2024
Abstract
Virtual
influencers
have
great
potential
to
shape
the
audience's
perception
and
motivate
behavioral
change.
Drawing
upon
anthropomorphism
theory
social
identity
theory,
this
paper
examined
interaction
effect
of
racial
homophily
virtual
in
shaping
audiences'
trust
subsequently
pro‐environmental
behaviors
low‐
high‐cost
contexts.
Two
online
studies
employing
experimental
materials
generated
by
artificial
intelligence
were
conducted.
Study
1
revealed
that
high
(human‐like
influencers)
(local‐like
are
more
effective
for
eliciting
context
low‐cost
behaviors.
The
findings
also
showed
low
(foreign‐like
would
further
weaken
level
a
influencer
(animate‐like
influencers).
2
aimed
replicate
from
enhanced
influencer.
moderated
mediation
analyses
confirmed
hypothesized
relationships
proposed
research
model.
This
advanced
our
understanding
on
moderating
role
serves
as
cognitive
shortcut
quick
decisions.
However,
(foreign‐like)
be
symbolic
These
insights
provide
valuable
guidance
businesses,
marketers,
environmental
advocates
aiming
leverage
encouraging
sustainability
practices.
Computers in Human Behavior Artificial Humans,
Год журнала:
2024,
Номер
2(1), С. 100059 - 100059
Опубликована: Янв. 1, 2024
Virtual
influencers,
or
fictional
CGI-generated
social
media
personas,
are
gaining
popularity.
However,
research
lacks
information
on
how
they
compare
to
human
influencers
in
shaping
consumer
attitudes
and
purchase
intent.
This
study
examines
whether
perceived
homophily
para-social
relationships
mediate
the
effect
of
influencer
type
intent
moderating
authenticity.
A
2
×
between-subjects
experiment
manipulated
(virtual
vs.
human)
product
(hedonic
utilitarian).
Young
adult
participants
viewed
an
Instagram
profile
a
lifestyle
influencer.
Authenticity,
homophily,
relationship,
were
measured
using
established
scales.
Perceived
significant
interaction
showed
that
authenticity
moderated
mediated
pathway,
such
indirect
via
relationship
was
stronger
for
influencers.
Maintaining
authentic
persona
is
critical
virtual
sway
behaviours,
especially
audiences
less
familiar
with
media.
Qualitative Market Research An International Journal,
Год журнала:
2024,
Номер
27(2), С. 280 - 300
Опубликована: Янв. 18, 2024
Purpose
Virtual
influencers
(VIs),
who
are
fictional
characters,
have
gained
popularity
in
recent
years,
particularly
among
Generation
Z
and
millennials.
With
the
hype
surrounding
VIs,
more
research
is
required.
Thus,
this
study
aims
to
examine
how
Gen
members
millennials
react
VIs
used
for
marketing
purposes.
Design/methodology/approach
This
follows
an
exploratory
approach.
The
data
were
collected
from
29
participants
(14
male
15
female)
through
two
focus
groups
semi-structured
interviews.
Findings
authors
found
that
opinions
about
mixed,
main
themes
emerged
study:
(1)
challenges
potential
(2)
decision-making
psychological
aspects.
Originality/value
broadens
paradigm
analysing
efficacy
of
VIs.
emerging
topic
relevance
sector
as
well
transdisciplinary
practice.
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
Information Development,
Год журнала:
2025,
Номер
unknown
Опубликована: Янв. 9, 2025
The
study
develops
a
33
items
Influencer
Following
Motives
Scale
for
analyzing
why
people
follow
social
media
influencers.
unfolds
in
four
stages:
initial
item
formation
through
interviews
and
literature
review,
refinement
via
exploratory
factor
analysis,
validation
of
the
scale
confirmatory
final
using
Multi-Trait
Multi-Method
Matrix.
identifies
eleven
motivational
dimensions:
Beauty,
Authenticity,
Learning,
Boredom,
Expertise,
Entertainment,
Aesthetics,
Curiosity,
Sharing,
Similarity,
Information.
developed
measurement
aids
understanding
follower
motivations,
offering
insights
influencers
content
creators
to
engage
their
audience
more
effectively.
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.
Journal of Communication Management,
Год журнала:
2024,
Номер
unknown
Опубликована: Июль 29, 2024
Purpose
This
research
makes
an
effort
to
empirically
investigate
the
role
of
source
credibility
theory
(SCT)
in
prevailing
modern
influencer
marketing
context
by
establishing
association
between
virtual
influencers
((VIs)
non-human)
and
buying
behavior
their
followers.
It
further
provides
insights
into
mediating
engagement
on
affiliation
VIs’
Design/methodology/approach
The
study
used
structural
equation
modeling
(CB-SEM)
assess
data
from
a
survey
conducted
online
538
participants
(Instagram
followers
influencers).
Findings
results
reveal
that
dimensions
significantly
affect
followers’
VIs
except
trustworthiness
dimension.
However,
mediation
analysis
has
shown
substantially
mediates
including
trustworthiness.
Practical
implications
highlights
value
VI
its
alignment
with
behavior.
valuable
inputs
for
brand
managers
as
can
be
effectively
leveraged
implementing
strategies
encourage
followers/consumers
social
media
platforms
purchase
goods/services
they
endorse.
Originality/value
overcomes
shortcomings
recent
studies
investigating
through
Instagram.
uniquely
extends
potential
SCT
non-human
VIs.
