Virtual Influencer as a Brand Avatar in Interactive Marketing

Audrezet, Alice; Köles, Bernadett

doi:10.1007/978-3-031-14961-0_16

Cited by 28 publications

(9 citation statements)

References 58 publications

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“…Although other studies have similar results (Arsenyan and Mirowska, 2021), this study provides a methodological robustness by altering the appearance of the SMI with all other information kept identical. This extends the SMI literature confirming that VIs are not yet credible replacements for an HI (Audrezet et al , 2023; Lee and Watkins, 2016), but an anime-like VI could be an alternative.…”

Section: Discussionsupporting

confidence: 78%

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Let virtual creatures stay virtual: tactics to increase trust in virtual influencers

Qu¹,

Baek²

2023

JRIM

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PurposeAdvances in technology and the popularity of social media influencers have sparked a rise of “virtual influencers (VIs).” This study examines consumer attitudes toward VIs in social networking services and explores factors that enhance or dampen these attitudes. In three experiments, it was explored how contextual factors (background and companion) interact with human (HIs) and VIs, influencing attitudes through trustworthiness.Design/methodology/approachThree experiments were conducted using an online panel (N = 894). All experiments were based on the comparison between HIs and VI with mediating role of trustworthiness. In Studies 2 and 3, moderated mediation analyses were conducted to test hypotheses.FindingsThe results revealed that human-like VI was less trusted than animi-like VI or HIs. However, the perceived trustworthiness toward VI was enhanced when the VI was in a virtual (vs. real) environment (Study 2) or accompanied by a virtual (vs. human) companion (Study 3), leading to positive attitudes.Originality/valueThis research not only enriches relevant literature (avatars and SMIs) but also provides actionable insight for practitioners who design and utilize VIs. This paper proposes novel and handy tactics to enhance consumers' trustworthiness in and attitudes toward VIs.

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Section: Discussionsupporting

confidence: 78%

“…Also, interpersonal interactions with virtual agents (vs. human) are less engaging and more insincere (Longoni et al , 2019). For these reasons, scholars, as well as practitioners, have examined how to build consumers' trust in VIs, so that they can be effective influencers (Audrezet and Koles, 2023).…”

Section: Literature Reviewmentioning

confidence: 99%

Let virtual creatures stay virtual: tactics to increase trust in virtual influencers

Qu¹,

Baek²

2023

JRIM

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“…Virtual influencers are computer-generated characters or avatars, designed and maintained by experts and digital agencies, which help brands reach and appeal to desirable target groups effectively through a digital personality (Ameen et al, 2023;Arsenyan & Mirowska, 2021;Audrezet & Koles, 2023). It is expected that virtual influencers will have a major impact on Gen Z's decision making in a variety of areas, such as tourism (Xie et al, 2021).…”

Section: A New World Of Social Media With Virtual Influencersmentioning

confidence: 99%

“…These features make them especially attractive to Gen Z consumers. Furthermore, virtual influencers do not age (unless their creators choose otherwise), and they are often associated with reduced follower fatigue, especially among younger consumers (Audrezet & Koles, 2023). The way consumers interact with virtual influencers is different from how they interact with human influencers, as some important elements may be missing.…”

Section: A New World Of Social Media With Virtual Influencersmentioning

confidence: 99%

Generation Z's psychology and new‐age technologies: Implications for future research

Ameen,

Hosany,

Taheri

2023

Psychology and Marketing

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Generation Z (Gen Z), also known as digital natives, constitutes one‐third of the world' population. Despite notable contributions and progress explaining Gen Z's behavior, significant gaps remain in our understanding of digital natives, their interactions with new‐age technologies and how these technologies can be utilized to provide a better quality of life for this group of consumers. In this review article, we provide a background on Gen Z's consumer psychology and interactions with new‐age technologies, followed by an overview of the articles published in our special section. Finally, we suggest new areas for future research on Gen Z's consumer psychology and interactions with new‐age technologies. Specifically, we propose four main themes for future research in this area: (1) Gen Z and new‐age technologies, specifically generative artificial intelligence (AI), quantum computing, the metaverse, virtual influencers, and live streaming; (2) Gen Z consumers and global issues, specifically economic and social issues, sustainability and environmental issues, and health and wellbeing; (3) combining theories, concepts and disciplines to understand Gen Z and new‐age technologies; and (4) new methods and forms of collaboration.

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“…Interactivity has become a fundamental aspect of modern marketing (Ryding et al , 2023; Wang, 2021), with the successful implementation of various marketing activities relying heavily on interactions between consumers and companies, as well as among consumers themselves (Caruelle, 2023; Jiang et al , 2022; Li et al , 2023). Social media has provided diverse channels and forms of interaction between consumers and influencers, allowing them to share positive word-of-mouth (PWOM) about product use and experience (Audrezet and Koles, 2023; Ransbotham et al , 2019; Sicilia and López, 2023). This has opened up unprecedented opportunities for marketers to gather information about consumer behavior.…”

Section: Introductionmentioning

confidence: 99%

How source of product acquisition affects consumers' reliance on positive word-of-mouth: a mental imagery perspective

Chen¹,

Zhang²

2023

JRIM

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PurposeThis research focuses on the role of product acquisition cues in positive word-of-mouth (PWOM) content on social media, comparing the characteristics of different sources of product acquisition (purchased vs. gifted) and exploring whether and how they affect consumers' reliance on word-of-mouth (WOM).Design/methodology/approachThe research model was developed based on the mental imagery theory. Two offline experiments and two online experiments were used to test the proposed hypotheses.FindingsThe results show that, compared to the purchased source, the gifted source evokes more positive mental imagery and greater emotional attachment to the product, resulting in greater consumer reliance on PWOM. In addition, the effect of the source of product acquisition on reliance on PWOM was stronger for experiential (vs. material) products and for consumers with higher interdependent (vs. independent) self-construal.Originality/valueThis research highlights the role of product acquisition cues in PWOM in influencing consumers' evaluation of WOM, while also revealing the processes inherent in how consumers process information through mental imagery. The findings provide a more comprehensive understanding of the antecedents of reliance on WOM and offer new insights and recommendations for management practitioners.

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Virtual Influencer as a Brand Avatar in Interactive Marketing

Cited by 28 publications

References 58 publications

Let virtual creatures stay virtual: tactics to increase trust in virtual influencers

Let virtual creatures stay virtual: tactics to increase trust in virtual influencers

Generation Z's psychology and new‐age technologies: Implications for future research

How source of product acquisition affects consumers' reliance on positive word-of-mouth: a mental imagery perspective

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