影响力营销
鉴定(生物学)
广告
相似性(几何)
心理学
一厢情愿
产品(数学)
社会心理学
营销
业务
计算机科学
数学
人工智能
关系营销
市场营销管理
植物
生物
图像(数学)
几何学
标识
DOI:10.1080/15252019.2023.2270478
摘要
AbstractAs vision-oriented graphic technologies and artificial intelligence (AI) advance, many brands have started using virtual influencers (VIs), which are computer-generated figures with humanlike features, in their marketing efforts. Although VIs are nonhumans, consumers still interact with them socially and emotionally. However, understanding is limited regarding the advertising effects of VIs and their humanlike cues. Therefore, the present research investigated how more versus less humanlike VIs influenced consumers’ advertising attitudes and purchase intentions. Also, two mediating variables underlying this relationship were investigated: authenticity and identification (i.e., perceived similarity and wishful identification). Two studies (N = 178, N = 162) using one-factor, two-condition (more versus less humanlike VIs) between-subject experiments were conducted. The results suggested that participants perceived more humanlike VIs as more authentic, leading to more favorable advertising attitudes and higher purchase intentions across the two studies. Only one study using the hedonic product showed that perceived similarity and wishful identification mediated the advertising effects. Implications for theory and practice are discussed.Keywords: Advertising effectsauthenticityidentificationvirtual influencers Ethical ApprovalEthical approval was obtained from the institutional review board (IRB) at Oregon State University (OSU IRB Ref No.: IRB-2022-1597).Disclosure statementNo potential conflict of interest was reported by the authors.
科研通智能强力驱动
Strongly Powered by AbleSci AI