Enhancing Trust and Empathy in Marketing: Strategic AI and Human Influencer Selection for Optimized Content Persuasion

IF 4.4 3区 管理学 Q2 BUSINESS
Yueyan Zhang, Jiaji Zhu, Haibo Chen, Yushi Jiang
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引用次数: 0

Abstract

Compared to human influencers, AI influencers offer advantages such as low cost, high efficiency, and fairer handling of objective tasks. However, they are believed to have shortcomings in perception and empathy abilities. How can companies select the more appropriate promoter between AI influencers and human influencers based on their marketing content? How can enterprises design more persuasive marketing content according to the type of influencer? Three behavioral experiments were conducted in this paper. The results indicate that when AI influencers post marketing content with functional advertising appeal, they can significantly enhance people's perceived trust. When human influencers share marketing content with experiential advertising appeal, they can significantly improve people's perceived empathy. Consumers with lower levels of knowledge are more susceptible to the matching effect of influencer type and advertising appeal type on the persuasive effect of marketing content than those with higher levels of knowledge. The conclusions of this study assist enterprises in scientifically matching influencer types with advertising appeals. By choosing influencers based on the nature of the marketing content or designing suitable marketing content based on the influencer type, companies can maximize marketing effectiveness. This refined marketing strategy not only improves the persuasive effect of the marketing content but also strengthens the brand's market competitiveness.

增强营销中的信任和同理心:优化内容说服的战略性人工智能和人类影响者选择
与人类影响者相比,人工智能影响者具有成本低、效率高、更公平地处理客观任务等优势。然而,他们被认为在感知和同理心能力方面存在缺陷。企业如何根据营销内容在人工智能网红和人类网红之间选择更合适的推广者?企业如何根据网红的类型设计更有说服力的营销内容?本文进行了三个行为实验。结果表明,当人工智能网红发布具有功能性广告吸引力的营销内容时,他们可以显著提高人们的感知信任。当人类网红分享具有体验广告吸引力的营销内容时,他们可以显著提高人们的感知同理心。知识水平较低的消费者比知识水平较高的消费者更容易受到网红类型和广告诉求类型对营销内容说服效果的匹配效应的影响。本研究的结论有助于企业科学地匹配网红类型与广告诉求。企业可以根据营销内容的性质选择网红,或者根据网红类型设计合适的营销内容,从而实现营销效果的最大化。这种精细化的营销策略不仅提高了营销内容的说服力,而且增强了品牌的市场竞争力。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
期刊介绍: The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
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