Influencer marketing and product competition

Cong, Lin William; Li, Siguang

doi:10.1016/j.jet.2024.105867

Journal of Economic Theory

2024

DOI: 10.1016/j.jet.2024.105867

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Influencer marketing and product competition

Lin William Cong,

Siguang Li

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Cited by 3 publications

References 28 publications

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Online retailing with key opinion leaders and product returns

Zhang,

Tian,

Cheng

2025

International Journal of Production Economics

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Online retailing with key opinion leaders and product returns

Zhang,

Tian,

Cheng

2025

International Journal of Production Economics

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The transferability of passion: how green influencers inspire tourists’ green initiative support

Ding,

Legendre,

Lee

et al. 2024

Journal of Sustainable Tourism

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Human-like virtual influencers: human perceptions and attitudes towards an emerging phenomenon

Pérez-Sánchez,

Casanoves-Boix,

Morales

2024

epsir

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Introduction: Technological evolution has led to the emergence of virtual influencers, digitally created figures that participate in social media to capture the attention of netizens for commercial purposes. These influencers are becoming increasingly sophisticated, aiming for a high resemblance to humans. The general objective of this study is to understand how human-like virtual influencers affect the perception, emotions, and attitudes of the human cyber population. These constructs form the conceptual model to be measured. Methodology: The conclusive descriptive design employs mixed methods, including an online survey administered to 1.380 users and content analysis of 47.500 interactions on Instagram. Results: The results confirm that the existence of virtual influencers, especially the more anthropomorphic ones, affects human perception and emotion. Discussions: The discussion fucoses on the interaction between humans and virtual entities is increasing, and the various effects on the former need to be closely observed. Conclusions: It is concluded that the role of virtual influencers in influencer marketing is acknowledged; however, ethical, and social issues arising from social interactions in digital environments still need to be carefully examined.

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Influencer marketing and product competition

Cited by 3 publications

References 28 publications

Online retailing with key opinion leaders and product returns

Online retailing with key opinion leaders and product returns

The transferability of passion: how green influencers inspire tourists’ green initiative support

Human-like virtual influencers: human perceptions and attitudes towards an emerging phenomenon

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