Trust me, I'm an influencer! - Causal recipes for customer trust in artificial intelligence influencers in the retail industry

Alboqami, Hassan

doi:10.1016/j.jretconser.2022.103242

Cited by 69 publications

(25 citation statements)

References 83 publications

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“…These autonomous machines can perform various tasks, such as delivering room service, providing concierge assistance, or even serving as guides within the premises. Research has shown that incorporating robotic services into the hospitality sector can lead to improved guest satisfaction and operational efficiency (Alboqami, 2023).…”

Section: Cluster 5 Using Robots To Attract Customersmentioning

confidence: 99%

“…Moreover, social media advertising has been shown to obtain prompt responses from consumers and, thus, has a mediating effect on customer engagement (Anubha & Shome, 2021; Herce‐Zelaya et al, 2020; Yang et al, 2023); influencers have been proven to be of value in this process (Abhishek & Srivastava, 2021). In this field, AI influencers can increase consumers' trust and drive their behaviours (Alboqami, 2023; Gwon & Seo, 2021; Sands et al, 2022; Youn & Jin, 2021).…”

Section: Introductionmentioning

confidence: 99%

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Impact of artificial intelligence on customer engagement and advertising engagement: A review and future research agenda

Suraña‐Sánchez,

Aramendia‐Muneta

2024

Int J Consumer Studies

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This study, through a bibliometric analysis, aims to provide increased knowledge of the evolution and effects of artificial intelligence over the last 30 years in customer engagement and advertising engagement. Articles were gathered from three databases by using combinations of keywords (artificial intelligence, customer engagement, advertising engagement, marketing, machine learning, etc.). A set of inclusion/exclusion criteria were then applied to obtain the final sample. The final sample was made up of 190 peer‐reviewed articles. Three separate analyses were performed to test the sample. A performance analysis identified the articles' years of publication, contributions per country and the performance/output of the relevant journals. A data analysis created 10 clusters; these are examined in depth, and provide explanations of the evolution of the relevant scientific production. The study's findings offer a wide perspective of research undertaken to date, and identify possible research gaps. This research contributes to the marketing field by bridging a gap, through undertaking a bibliometric analysis, in the research about the impact of artificial intelligence on customer and advertising engagement over the years 1991 through 2022. It offers scholars and researchers ideas for future research.

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Section: Cluster 5 Using Robots To Attract Customersmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Impact of artificial intelligence on customer engagement and advertising engagement: A review and future research agenda

Suraña‐Sánchez,

Aramendia‐Muneta

2024

Int J Consumer Studies

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“…Trust in VIs can be influenced by several factors. An influencer's physical attractiveness, credibility, and congruence play important roles in stimulating consumer trust in AI influencers (Alboqami, 2023). The congruence of the VIs' posts with their lifestyle and created personality and the narrative presented play an important role in the perception of the influencer, building their credibility and authenticity (de Brito Silva et al, 2022).…”

Section: Thematic Analysismentioning

confidence: 99%

Virtual influencers as an emerging marketing theory: A systematic literature review

Łaszkiewicz

Kalińska-Kula

2023

Int J Consumer Studies

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Over the past few years, the popularity of influencers on social media (SM) has increased, and influencer marketing has become an important element in companies' marketing strategies. This has resulted in significant interest from researchers and practitioners; consequently, the number of publications devoted to the topic of influencers and influencer marketing has risen. Simultaneously, computer‐generated avatars and virtual influencers (VIs), including those using artificial intelligence (AI) and machine learning, have begun to emerge and gain popularity in the SM space. Thus far, research on these topics has been limited, with few studies examining the issue from different perspectives. Given the growing potential of VIs' inclusion in the consumer decision‐making process, and this being a developing field, a comprehensive and critical review of existing research on this subject is urgently needed. In response, this study consolidates the current state of research on virtual, AI, and computer‐generated influencers. A systematic review of peer‐reviewed articles was conducted to identify key themes and dominant concepts. An analysis of 35 articles provides an understanding of this phenomenon, shedding light on the mechanisms underlying the appeal of VIs and their role in shaping consumer attitudes and behaviors. Based on the analysis, the main thematic streams from the study are presented. Further, research gaps have been identified, and recommendations made for future research directions.

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“…SMIs with expertise in a particular area often provide valuable knowledge and insights to their followers. As a result, followers are more likely to feel confident in choosing endorsed brands and products (Alboqami, 2023). As a result of this increased self‐efficacy, followers may incorporate the brand into their self‐concept as they pursue self‐improvement.…”

Section: Model Conceptualisation and Hypotheses Developmentmentioning

confidence: 99%

Determinants of followers' purchase intentions toward brands endorsed by social media influencers: Findings from PLS and fsQCA

Foroughi,

Iranmanesh,

Nilashi

et al. 2023

J of Consumer Behaviour

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Given the rise of marketing through social media influencers (SMIs), this study aimed to investigate the influences of source credibility and content validity factors on followers' attitudes and intention to purchase brands endorsed by SMIs through brand engagement and brand expected value. The study assessed the moderating effect of product–influencer congruency. Data were collected from 429 individuals in Iran and were assessed using the “partial least squares” (PLS) and “fuzzy‐set qualitative comparative analysis” (fsQCA) approaches. PLS results affirmed the significance of all direct relationships except the role of entertainment value on brand engagement and informativeness value on brand expected value. Product–influencer congruence positively moderated the effects of trustworthiness and expertise on brand expected value. fsQCA identified five solutions with various combinations of elements that lead to high purchase intention. The results of performing fsQCA revealed that three factors, namely attractiveness, entertainment value, and attitude, are necessary to achieve high purchase intention. fsQCA results challenged the PLS findings, indicating the importance of using an asymmetric approach in conjunction with PLS. Our study provides valuable insight for marketing influencers and practitioners on the importance of source credibility and content value factors in enhancing the effectiveness of SMI marketing activities and persuading customers to purchase endorsed brands.

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Trust me, I'm an influencer! - Causal recipes for customer trust in artificial intelligence influencers in the retail industry

Cited by 69 publications

References 83 publications

Impact of artificial intelligence on customer engagement and advertising engagement: A review and future research agenda

Impact of artificial intelligence on customer engagement and advertising engagement: A review and future research agenda

Virtual influencers as an emerging marketing theory: A systematic literature review

Determinants of followers' purchase intentions toward brands endorsed by social media influencers: Findings from PLS and fsQCA

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