影响力营销
新颖性
动漫
可信赖性
计算机科学
广告
业务
心理学
人工智能
营销
社会心理学
关系营销
市场营销管理
作者
eunjin Kim,Heather Shoenberger,Dong-Gyu Kim,Esther Thorson,E. Zihang
标识
DOI:10.1080/02650487.2024.2386916
摘要
This research explores influencer trustworthiness and stimulus novelty as important paths for the effectiveness of virtual influencers. We compare human-like virtual influencers (HVIs) and anime-like virtual influencers (AVIs) operating either with sponsorship disclosure or non-disclosure. In two experiments, we found that HVI (vs. AVIs) produced higher content engagement and purchase intent via greater influencer trustworthiness only when sponsorship was not disclosed. Upon disclosure, the advantage of HVIs over AVIs disappeared. We also found that the influencer's status, whether mega or micro, significantly moderated the influence of sponsorship disclosure. Perceived novelty of AVIs are consistently higher than HVIs, and perceived novelty mediates the effect of the AVIs (vs. HVIs) on content engagement, but only when sponsorship was disclosed. These findings offer important insights into how virtual influencers may influence consumer engagement and purchase decisions.
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