An integrated model of factors affecting consumer attitudes and intentions towards youtuber-generated product content

Miranda, Sandra; Cunha, P.A.M.F.V.; Duarte, Margarida

doi:10.1007/s11846-019-00370-3

Cited by 25 publications

(24 citation statements)

References 36 publications

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“…A competent top management of the IT-function will be able to orchestrate cloud source providers towards a sustained business model innovation. Miranda et al (2019) analyze consumers' perceptions about the credibility and utility of YGPC. YouTube provides a video web platform which allows huge numbers of visits.…”

Section: Overview Of the Research In This Special Issuementioning

confidence: 99%

“…Firms can apply digital technologies for improved or new processes internally and with their supply chains and their environment and use them for developing their business models. In this special issue, Devece et al (2019) examine crowdfunding, Muhic and Bengtsson (2019) discuss cloud computing, and Miranda et al (2019) investigate consumers' perceptions regarding the credibility of YouTuber-generated product content (YGPC). With respect to digital technologies, the internal and external sources might build the basis for value creation and value propositions, but the value capture among sources is often endangered by serious tensions among partners (Fredrich et al 2019).…”

Section: Introductionmentioning

confidence: 99%

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Knowledge- and innovation-based business models for future growth: digitalized business models and portfolio considerations

2019

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Today's key challenge for firm growth relies in the integration of digital technologies and their use in new business models. Thus, firms increasingly engage in a digital transformation and in digitalizing their business model. Firms can apply digital technologies for improved or novel internal and external processes and integrate them in new business models. The digital transformation itself demands diverse knowledge from diverse origins in the firm. We examine the key concepts related to business model digitalization. We develop a conceptual matrix for portfolio considerations of firm business model digitalization. We introduce the seven contributions in this special issue on knowledge and innovation related to business and offer some recommendations for future research on the new working conditions and digital identities of firms.

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Section: Overview Of the Research In This Special Issuementioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Knowledge- and innovation-based business models for future growth: digitalized business models and portfolio considerations

2019

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“…In any case, an ever-present element is authenticity. It is linked to honesty, reliability, credibility, and transparency (Miranda et al, 2019;Guerreiro et al, 2019;Maden, 2018;Jorge et al, 2018;Carvalho, 2018).…”

Section: Concept and Types Of Influencersmentioning

confidence: 99%

"Humanized Robots": A Proposition of Categories to Understand Virtual Influencers

Oliveira

Chimenti

2021

AJIS

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Worldwide investments in influencer marketing are growing and could reach US$ 101 billion in 2020. But how can the brands shield themselves from scandals and other limitations of human influencers? The solution for many companies has involved robots. Virtual influencers (VI) are virtual robots that can emulate human appearance and behaviour and have become a trend in marketing. This study analyses how non-human influencers affect marketing communication by adopting two methods that are unpublished in the investigation of this phenomenon: a systematic literature review and netnography in conjunction with in-depth interviews with specialists resulting in the study identifying five categories (two of which are unpublished and unexplored in the literature) that can facilitate management decisions and also future studies around VIs: anthropomorphism/humanization, attractiveness, authenticity, scalability, and controllability. This study also identified more convergences than divergences between the virtual and the real and between humans and non-humans, generating challenges, opportunities, and guidelines for future research and for assisting management in making decisions concerning digital marketing.

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“…The literature is: (a) clear that user–brand interactions on YouTube are unique, and (b) silent when it comes to identifying the cognition, affect, and behavior-related constructs native to the user–brand-YouTube interactive context to justify a purely literature-derived hypotheses testing effort. The uniqueness of the context is clear from the following; YouTube has a unique personality (Mutsikiwa and Maree 2019 ), and characterized by distinctive user-generated content (Miranda et al 2021 ). Independent content producers on YouTube are known to shape brand perceptions differently than those active on other media (e.g., Benito et al 2020 ; Lee and Watkins 2016 ).…”

Section: Conceptual Backgroundmentioning

confidence: 99%

Brands as personal narratives: learning from user–YouTube–brand interactions

Sashittal

Jassawalla

2021

J Brand Manag

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An integrated model of factors affecting consumer attitudes and intentions towards youtuber-generated product content

Cited by 25 publications

References 36 publications

Knowledge- and innovation-based business models for future growth: digitalized business models and portfolio considerations

Knowledge- and innovation-based business models for future growth: digitalized business models and portfolio considerations

"Humanized Robots": A Proposition of Categories to Understand Virtual Influencers

Brands as personal narratives: learning from user–YouTube–brand interactions

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