The power of flattery: Enhancing prosocial behavior through virtual influencers

Prosocial consumer behaviours, or actions taken by consumers intended to benefit others, are essential for society's stability. Thus, marketers need to systematically develop strategies that promote such intentions among consumers. Influencer marketing is a particularly effective strategy. We systematically review and propose how to encourage prosocial consumer behaviour, depending on consumers' capability, opportunity, and motivation. In Study 1, a scoping review of 15 articles on influencer marketing encouraging prosocial consumer behaviour yields a research map that confirms the relevance of influencer marketing in encouraging such behaviour. In Study 2, a bibliometric review of 867 articles on prosocial consumer behaviour results in a keyword map that identifies critical factors influencing prosocial consumer behaviour. The findings offer future research directions on influencer marketing to encourage prosocial consumer behaviour. More importantly, we propose practical digital interventions for encouraging prosocial consumer behaviour. This research provides a state‐of‐the‐art overview of prosocial consumer behaviour and illustrates how influencer marketing can promote prosocial consumer behaviour.

Encouraging prosocial consumer behaviour: A review of influencer and digital marketing literature

Li,

Liu,

Zhu

et al. 2024

How real is real enough? Unveiling the diverse power of generative AI‐enabled virtual influencers and the dynamics of human responses

Sorosrungruang,

Ameen,

Hackley

2024

Virtual influencers in various forms are capturing a growing share of ad spend from human influencers. Followers respond to virtual influencers much as if they were human, with engagement rates and measures of trust and source credibility that rival their human counterparts. However, there is an acute need for more nuanced understanding of the differential characteristics of user engagement with human influencers and the many emerging forms, types and interactional characteristics of virtual influencers. We conduct an exploratory study of three parts. First, through an indepth review of the existing literature, we delineate the implications of unsettled taxonomies of virtual influencers by function and form, and we outline a revised typology. Second, our secondary review of virtual influencer literature, trade, and industry sources conceptualizes divergent factors influencing the persuasive capability of human and virtual influencers while identifying intersecting research themes. From this synthesis we induce suggestions for future research and practice. Finally, we assess, refine and adjust our framework through depth interviews with leading expert practitioners to generate six key findings to guide future researched‐backed virtual influencer practice and research.

Influencer Activism: Insights for Effective Partnership With Brands and Organizations

D'Arco,

Branca,

Marino

et al. 2024

Influencers can effectively promote products and brands but are also leading personalities who might inspire others to support polarizing and/or prosocial issues (e.g., against gender‐based violence, social inequality, and racism). This research analyses the impact of influencer activism on perceived authenticity and prosocial behaviors, focusing on collaborations with brands and nonprofit organizations. Drawing on social influence theory and signaling theory, two key factors are examined: the influencer‐partner congruity, and the influencer‐sociopolitical issue alignment. The research consists of a preliminary study, four experimental studies on behavioral intentions, two experimental studies on proxies of actual behavior, and a content analysis on Instagram comments. The results suggest that congruity and alignment significantly enhance perceived authenticity, which positively impacts attitudes toward the influencer and increases the intention to engage in prosocial behaviors. The article offers further insight into individual engagement in actual prosocial behavior, such as seeking information on an issue, subscribing to newsletters, and signing petitions. The research underscores the importance of selecting congruent influencers, whose values and advocacy efforts are consistent with the brand's or organization's characteristics, and aligned with relevant issues, to enhance perceived authenticity, foster genuine engagement and effectively drive prosocial behaviors through effective partnerships.