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Article
Business
Claudia Franke et al.
Summary: Virtual influencers, generated on the computer, are being increasingly used in the advertising industry due to reasons such as behavior control, cost savings, and staying up-to-date. However, little research has been done on their effectiveness. Our initial study shows that consumers have difficulty identifying virtual influencers and have more positive attitudes towards human endorsers. Nonetheless, virtual endorsers can enhance perceived ad novelty. In our second study, we find that the congruence between virtual influencers and products varies with product categories and leads to higher advertising effectiveness. Marketers should consider the use of virtual influencers according to their advertising goals and brand values.
JOURNAL OF ADVERTISING
(2023)
Article
Psychology, Multidisciplinary
Xiaoyi Wang et al.
Summary: Digital endorsers are widely used in various industries. This study aimed to examine the impact of image realism of digital endorsers on the purchase intention of gift products for the elderly. Three online experiments were conducted. Study 1 found that cartoon digital endorsers generated higher purchase intention compared to realistic digital endorsers. Study 2 revealed that perceived social value mediated the relationship between image realism of digital endorsers and purchase intention. Study 3 demonstrated the moderating role of information framing. Overall, this research contributes to the literature on digital human endorsements and advertising of elderly products and provides managerial implications for marketers and consumers.
BEHAVIORAL SCIENCES
(2023)
Article
Computer Science, Cybernetics
Agata Mirowska et al.
Summary: Virtual influencers engage in emotional sharing to gain and keep followers, but this may hinder highly empathetic individuals from escaping everyday emotional experiences. Our research shows that highly empathetic people are more likely to follow and perceive a virtual influencer as socially attractive compared to a human influencer, unless the virtual influencer's true identity is unknown. These results indicate an escapism effect, where virtual influencers are expected to provide greater diversionary benefits and require fewer cognitive resources in emotional sense making.
INTERNATIONAL JOURNAL OF HUMAN-COMPUTER STUDIES
(2023)
Article
Psychology, Multidisciplinary
Eunjin (Anna) Kim et al.
Summary: Virtual influencers are becoming more prominent in attracting attention on social media, but there is limited research on this subject. This study explores the effects of human-like virtual influencers (HVIs) vs. anime-like virtual influencers (AVIs) and sponsorship disclosure on message credibility perception and message attitudes. The experiment suggests that HVI endorsements create greater perception of message credibility and message attitudes compared to AVI endorsements, but this effect disappears when sponsorship is disclosed. The results also show that message credibility only plays a significant mediating role when sponsorship is not disclosed. This research provides interesting insights for both researchers and practitioners in the field of virtual influencers.
FRONTIERS IN PSYCHOLOGY
(2023)
Article
Psychology, Multidisciplinary
Hyojung Kim et al.
Summary: This study examined the relationship between a virtual influencer's attractiveness and a consumer's purchase intention, the mediating effects of mimetic desire and brand attachment, and the moderating effect of product-endorser fit. Findings showed that virtual influencers' attractiveness does not directly influence purchase intention, but it is mediated by mimetic desire and brand attachment. Additionally, the direct effect of virtual influencers' attractiveness on purchase intention is partially supported, while the indirect effects through mimetic desire and brand attachment are moderated by the product-endorser fit. This study contributes to the literature on source attractiveness models by highlighting the role of virtual influencers in enhancing favorable perceptions of advertisements and increasing purchase intention.
COMPUTERS IN HUMAN BEHAVIOR
(2023)
Article
Business
Giovanni Luca Cascio Rizzo et al.
Summary: This research shows that sensory language in influencer-sponsored content increases engagement and willingness to buy the product being endorsed. This is because sensory language leads consumers to believe that the influencers actually use the product, which increases perceived authenticity and drives purchase.
JOURNAL OF CONSUMER RESEARCH
(2023)
Article
Business
Jian Li et al.
Summary: In recent years, the extensive use of digital human avatar (DHA) endorsement has emerged. The fit between a fake virtual image and a real product is crucial for the success of DHA endorsement. Based on cue consistency theory, this study found that consumers generate positive attitudes toward DHA endorsement when there is a fit between a DHA and a real product. The results also showed that authenticity fit and association fit have significant positive impacts on consumer attitudes toward DHA endorsement, with varying influences depending on the product type.
JOURNAL OF RETAILING AND CONSUMER SERVICES
(2023)
Article
Business
Fengyi Deng et al.
Summary: The association between social media use and appearance dissatisfaction has attracted significant academic attention. This study examines the specific appearance dissatisfaction caused by social media influencer images and their impact on users' appearance anxiety, focusing on the differences between human influencers (HIs) and emerging virtual influencers (VIs). The results show that both HI and VI images induce significantly higher appearance anxiety compared to the control group. Participants exposed to VI images reported lower appearance anxiety than those exposed to HI images.
JOURNAL OF RETAILING AND CONSUMER SERVICES
(2023)
Article
Jeongmin Ham et al.
Journal of Interactive Advertising
(2023)
Article
Business
Huajun Li et al.
Summary: As AI becomes more prevalent in digital spaces, virtual influencers are operating in a similar way to human influencers. However, their effectiveness is unclear and there is limited guidance on how and when to use them. Through empirical investigations and experiments in two cultural contexts, this research finds that virtual influencers are less effective than human influencers in terms of brand attitude and purchase intention. The perceived sensory capability and credibility are identified as the mechanism behind this. The salience of sensory cues in the ad is introduced as a moderator to mitigate the negative effects of virtual influencers. This research contributes to the virtual influencer literature by focusing on business-related outcomes and provides important managerial implications.
JOURNAL OF RETAILING AND CONSUMER SERVICES
(2023)
Article
Business
Kamel El Hedhli et al.
Summary: Building on the Stereotype Content Model (SCM), this research explores how virtual influencers (VIs) influence consumer responses. It investigates the associations between the anthropomorphism of VIs and the stereotypical judgments of their warmth and competence, as well as the mediating roles of these stereotypes in influencing consumers' willingness to follow the VIs' recommendations and purchase intentions. The results indicate that anthropomorphizing VIs directly affects stereotyping along the competence and warmth dimensions. Perceived warmth, compared to perceived competence, has a stronger positive association with consumers' willingness to follow the VIs' recommendations. Additionally, perceived warmth mediates the association between the anthropomorphism of VIs and consumers' willingness to follow their recommendations, while the mediating role of competence is only partially supported. The willingness to follow the VIs' recommendations is positively associated with purchase intention. The article concludes with implications for research and practice.
JOURNAL OF RETAILING AND CONSUMER SERVICES
(2023)
Article
Environmental Studies
Li Xie-Carson et al.
Summary: This study investigates the use of virtual influencers (VIs) in the tourism industry, finding that humanlike VIs are preferred over 3D animated VIs and 2D animated VIs. Instagram posts from humanlike VIs that combine images of tourism settings with rational messages attract the most engagement. The study provides theoretical and practical implications, with recommendations for effective VI marketing in the tourism sector.
TOURISM MANAGEMENT
(2023)
Article
Business
Cammy Crolic et al.
Summary: The study found that when customers enter a chatbot-led service interaction in an angry emotional state, anthropomorphism of the chatbot has a negative effect on customer satisfaction, overall firm evaluation, and subsequent purchase intentions. This negative effect is driven by expectancy violations caused by customers' inflated expectations of chatbot efficacy.
JOURNAL OF MARKETING
(2022)
Article
Business
Andrea Webb Luangrath et al.
Summary: This research investigates the impact of vicarious touch on consumers' psychological ownership and product valuation in digital environments. The authors use images, GIFs, and VR to demonstrate the vicarious haptic effect, which is the result of a felt sense of body ownership of the virtual hand touching a product. Results show that the presence of a hand touching a product is essential to evoke the vicarious haptic effect, which is particularly strong for individuals highly stimulated by immersive VR experiences. The effect is attenuated if the observed interaction does not represent a diagnostic hand movement.
JOURNAL OF MARKETING RESEARCH
(2022)
Article
Business
Sean Sands et al.
Summary: This paper investigates consumers' responses to AI influencers compared to traditional influencers. The authors find similarities and differences in consumer perceptions towards AI and human influencers, with no significant difference in intention to follow or personalization. AI influencers are perceived to have lower source trust but are more likely to evoke word-of-mouth intentions.
EUROPEAN JOURNAL OF MARKETING
(2022)
Article
Business
Fine F. Leung et al.
Summary: This study examines factors that determine the effectiveness of influencer marketing, including influencer originality, follower size, and sponsor salience. The findings suggest that these factors enhance effectiveness, while posts announcing new product launches diminish it. The study also highlights the importance of a balanced approach when selecting influencers and managing content.
JOURNAL OF MARKETING
(2022)
Article
Green & Sustainable Science & Technology
Qian-Qian Huang et al.
Summary: This paper empirically analyzes the influence of virtual idol characteristics on consumers' willingness to buy brand clothing, with consumers' attitudes as intermediary variables and clients' involvement in virtual idolatry and adult playfulness as adjusting variables. It provides suggestions for virtual idol creation applicable by operation teams and clothing brand companies.
Article
Communication
Jan-Philipp Stein et al.
Summary: This study compares viewers' parasocial interactions (PSIs) with human influencers and virtual influencers, and finds no significant difference in viewers' response between the two groups. However, by examining several mediator variables, the study uncovers two opposing effects: while there is a significant direct effect indicating stronger PSIs with virtual influencers, participants also perceive these virtual personas as less mentally human-like and similar to themselves, thus suppressing the observed advantage.
NEW MEDIA & SOCIETY
(2022)
Article
Business
Sean Sands et al.
Summary: Virtual influencers, autonomously controlled by artificial intelligence, have gained popularity and revolutionized influencer marketing. They offer opportunities and challenges for brands and marketers.
Article
Computer Science, Information Systems
Antonio Batista da Silva Oliveira et al.
Summary: Global investments in influencer marketing are growing and brands are increasingly using virtual influencers to avoid scandals and other limitations. Through systematic literature review and netnography, this study identified five aspects of virtual influencers that can facilitate management decisions and future research.
AUSTRALASIAN JOURNAL OF INFORMATION SYSTEMS
(2021)
Article
Computer Science, Cybernetics
Jbid Arsenyan et al.
Summary: This study investigated the behavior and reactions of human, human-like virtual, and anime-like virtual influencers on a popular social media platform, finding that the human-like virtual influencer received significantly lower positive and negative reactions compared to humans. These results provide evidence for the Uncanny Valley phenomenon in virtual influencer interactions within human social networks.
INTERNATIONAL JOURNAL OF HUMAN-COMPUTER STUDIES
(2021)
Proceedings Paper
Computer Science, Information Systems
Gyeongbin Park et al.
Summary: The study found that users tend to use more social words and 3rd-person pronouns in content involving virtual influencers and multiple social actors, compared to content without virtual influencers. Additionally, when virtual influencers appear with humans in social media content, users tend to use more positive and anxious words.
PROCEEDINGS OF THE 2021 15TH INTERNATIONAL CONFERENCE ON UBIQUITOUS INFORMATION MANAGEMENT AND COMMUNICATION (IMCOM 2021)
(2021)
Article
Business
Li Yan et al.
Summary: This research shows that social class has an effect on green consumption, with the middle class being more inclined towards it. The differences in identity formation needs among social classes explain this tendency.
JOURNAL OF CONSUMER RESEARCH
(2021)
Article
Business
Alena Kostyk et al.
Summary: This research developed and tested a scale for assessing the subjective experience of processing fluency, demonstrating strong evidence of validity and reliability across different marketing contexts. The scale will enable consistent measurement of a psychological state known to have widespread effects on consumer outcomes.
INTERNATIONAL JOURNAL OF MARKET RESEARCH
(2021)
Article
Computer Science, Cybernetics
Guillaume Faddoul et al.
INTERNATIONAL JOURNAL OF HUMAN-COMPUTER INTERACTION
(2020)
Article
Business
Davide C. Orazi et al.
JOURNAL OF BUSINESS RESEARCH
(2020)
Article
Business
Olivia Petit et al.
JOURNAL OF INTERACTIVE MARKETING
(2019)
Article
Business
Xinyue Zhou et al.
JOURNAL OF CONSUMER RESEARCH
(2019)
Article
Business
Christian Hughes et al.
JOURNAL OF MARKETING
(2019)
Article
Business
Ryan S. Elder et al.
JOURNAL OF CONSUMER RESEARCH
(2017)
Article
Humanities, Multidisciplinary
Ka Yan Lam
JOURNAL OF POPULAR CULTURE
(2016)
Article
Mathematics, Interdisciplinary Applications
Andrew F. Hayes
MULTIVARIATE BEHAVIORAL RESEARCH
(2015)
Article
Business
Hyeongmin Christian Kim et al.
JOURNAL OF CONSUMER RESEARCH
(2015)
Article
Business
Hyokjin Kwak et al.
JOURNAL OF MARKETING
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Computer Science, Information Systems
Rene Riedl et al.
JOURNAL OF MANAGEMENT INFORMATION SYSTEMS
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JOURNAL OF CONSUMER RESEARCH
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JOURNAL OF MARKETING
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JOURNAL OF MARKETING
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Business
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JOURNAL OF PRODUCT INNOVATION MANAGEMENT
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Aradhna Krishna
JOURNAL OF CONSUMER PSYCHOLOGY
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Kenneth C. Herbst et al.
JOURNAL OF CONSUMER RESEARCH
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Psychology, Multidisciplinary
Joseph P. Simmons et al.
PSYCHOLOGICAL SCIENCE
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JOURNAL OF CONSUMER RESEARCH
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JOURNAL OF CONSUMER RESEARCH
(2008)
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JOURNAL OF INTERACTIVE MARKETING
(2008)
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