Born for marketing? The effects of virtual versus human influencers on brand endorsement effectiveness: The role of advertising recognition

IF 13.1 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services Pub Date : 2024-05-22 DOI:10.1016/j.jretconser.2024.103904

Fengyi Deng , Muyuan Tuo , Si Chen , Zichen Zhang

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引用次数: 0

Abstract

The development of artificial intelligence technology has led to the creation of virtual influencers that have been embraced by marketing professionals. Starting with advertising recognition, a variable that directly affects marketing effectiveness, this study investigates whether virtual influencers lead to different levels of ad recognition among consumers from human influencers. The present study's three experiments demonstrate that (1) compared to human influencers, virtual influencers have a significantly greater impact on consumers' identification of advertisements; (2) the impact of influencer type on consumers' brand attitudes is mediated by the their advertising recognition; (3) the level of consumers' perceived sensory capacity of virtual influencers negatively moderates the effect of virtual influencer's post on consumers' advertising recognition. These research findings have significance for developing virtual influencer marketing in practice.

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为营销而生？虚拟影响者与人类影响者对品牌代言效果的影响：广告认知的作用

人工智能技术的发展催生了虚拟影响者的产生，并受到了营销专业人士的青睐。广告认知度是直接影响营销效果的变量，本研究从这一变量入手，探讨虚拟影响者是否会导致消费者对广告的认知度与人类影响者不同。本研究的三个实验表明：（1）与人类影响者相比，虚拟影响者对消费者的广告识别影响更大；（2）影响者类型对消费者品牌态度的影响受其广告识别的中介影响；（3）消费者对虚拟影响者的感知能力水平对虚拟影响者的帖子对消费者广告识别的影响起负调节作用。这些研究结果对于在实践中发展虚拟影响者营销具有重要意义。

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来源期刊

Journal of Retailing and Consumer Services BUSINESS-

CiteScore

20.40

自引率

14.40%

发文量

340

审稿时长

20 days

期刊介绍： The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.