International Journal of Consumer Studies最新文献_第8页

How Consumer Attention Shapes Personalized Experiences in Generative AI Products: A Configurational Perspective 消费者注意力如何在生成式人工智能产品中塑造个性化体验：配置视角

IF 7.6 2区管理学

International Journal of Consumer Studies Pub Date : 2026-03-10 DOI: 10.1111/ijcs.70199

Xu Ye, Yu Wang, Cheng Lu Wang, Sara Shafiee, Soo Hee Lee

{"title":"How Consumer Attention Shapes Personalized Experiences in Generative AI Products: A Configurational Perspective","authors":"Xu Ye, Yu Wang, Cheng Lu Wang, Sara Shafiee, Soo Hee Lee","doi":"10.1111/ijcs.70199","DOIUrl":"https://doi.org/10.1111/ijcs.70199","url":null,"abstract":"<div>\u0000 \u0000 <p>As generative artificial intelligence (GenAI) reshapes consumer–product interactions, understanding how consumer attention drives personalized experiences has become increasingly vital. This study examines how distinct attention configurations shape consumer satisfaction, offering new insights into AI-enabled product personalization. Using consumer reviews from leading GenAI applications, including ChatGPT, Copilot, and Gemini, we combine semantic analysis powered by large language models (LLMs) with configurational analysis to identify cognitive, emotional, and habitual attention patterns and their effects on consumer experience. The results show that hedonic motivation and habitual use are primary drivers of high satisfaction, while performance expectancy and effort expectancy exert complementary influence within specific configurations. Negative outcomes arise from misalignments between performance expectations and perceived price value, highlighting the importance of aligning experiential value with consumer expectations. By introducing consumer attention configurations as a marketing-oriented mechanism for personalization, this study proposes an experiential co-creation framework that enhances GenAI product design. The findings contribute to AI-driven service innovation research and offer actionable guidance for organizations seeking to develop emotionally engaging AI products that cultivate sustained consumer loyalty.</p>\u0000 </div>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":"50 2","pages":""},"PeriodicalIF":7.6,"publicationDate":"2026-03-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147564768","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

How Consumer Attention Shapes Personalized Experiences in Generative AI Products: A Configurational Perspective 消费者注意力如何在生成式人工智能产品中塑造个性化体验：配置视角

IF 7.6 2区管理学

International Journal of Consumer Studies Pub Date : 2026-03-10 DOI: 10.1111/ijcs.70199

Xu Ye, Yu Wang, Cheng Lu Wang, Sara Shafiee, Soo Hee Lee

{"title":"How Consumer Attention Shapes Personalized Experiences in Generative AI Products: A Configurational Perspective","authors":"Xu Ye, Yu Wang, Cheng Lu Wang, Sara Shafiee, Soo Hee Lee","doi":"10.1111/ijcs.70199","DOIUrl":"https://doi.org/10.1111/ijcs.70199","url":null,"abstract":"<div>\u0000 \u0000 <p>As generative artificial intelligence (GenAI) reshapes consumer–product interactions, understanding how consumer attention drives personalized experiences has become increasingly vital. This study examines how distinct attention configurations shape consumer satisfaction, offering new insights into AI-enabled product personalization. Using consumer reviews from leading GenAI applications, including ChatGPT, Copilot, and Gemini, we combine semantic analysis powered by large language models (LLMs) with configurational analysis to identify cognitive, emotional, and habitual attention patterns and their effects on consumer experience. The results show that hedonic motivation and habitual use are primary drivers of high satisfaction, while performance expectancy and effort expectancy exert complementary influence within specific configurations. Negative outcomes arise from misalignments between performance expectations and perceived price value, highlighting the importance of aligning experiential value with consumer expectations. By introducing consumer attention configurations as a marketing-oriented mechanism for personalization, this study proposes an experiential co-creation framework that enhances GenAI product design. The findings contribute to AI-driven service innovation research and offer actionable guidance for organizations seeking to develop emotionally engaging AI products that cultivate sustained consumer loyalty.</p>\u0000 </div>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":"50 2","pages":""},"PeriodicalIF":7.6,"publicationDate":"2026-03-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147564769","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Unethical Influencer Marketing: A Systematic Review and Research Agenda 不道德的影响者营销：系统回顾和研究议程

IF 7.6 2区管理学

International Journal of Consumer Studies Pub Date : 2026-02-26 DOI: 10.1111/ijcs.70193

Laly Padmavathy P, Fezeena Khadir

{"title":"Unethical Influencer Marketing: A Systematic Review and Research Agenda","authors":"Laly Padmavathy P, Fezeena Khadir","doi":"10.1111/ijcs.70193","DOIUrl":"https://doi.org/10.1111/ijcs.70193","url":null,"abstract":"<div>\u0000 \u0000 <p>Social media influencer (SMI) marketing has revealed substantial regulatory gaps and problematic behaviors threatening consumer welfare. This systematic literature review examines 83 high-quality articles (ABS 3–4★ and SJR Q1–Q2 journals, 2016–2025) using the Theory–Context–Characteristics–Methodology (TCCM) framework. Our analysis identifies critical dark-side practices: undisclosed sponsorships—with Ershov et al. in 2025 documenting 96% nondisclosure in their analysis of 100+ million Twitter posts; counterfeit endorsements (Shepherd et al. in 2023 found 22% of UK consumers purchased counterfeits following influencer recommendations); misinformation dissemination; and harmful content promotion. Findings reveal theoretical fragmentation with Source Credibility Theory (21 studies) and Parasocial Relationship Theory (14 studies) dominating, while 34% lack explicit frameworks. Geographically, research concentrates in Western economies (United States 47%, Europe 35%), with Africa and Latin America unrepresented. Methodologically, quantitative approaches predominate (75%), yet cross-sectional designs limit causal inference. Critical gaps persist in examining regulatory enforcement, platform accountability, consumer vulnerability, and actual behavioral outcomes. This review provides actionable insights for policymakers, platforms, and researchers fostering ethical influencer marketing practices.</p>\u0000 </div>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":"50 2","pages":""},"PeriodicalIF":7.6,"publicationDate":"2026-02-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147569370","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Spice It Up: The Impact of Spiciness and Arousal on Cultured Meat Consumption 调味：香料和唤醒对培养肉消费的影响

IF 7.6 2区管理学

International Journal of Consumer Studies Pub Date : 2026-02-26 DOI: 10.1111/ijcs.70197

Chien Duong, Usha L. Pappu, Billy Sung, Felix Septianto

{"title":"Spice It Up: The Impact of Spiciness and Arousal on Cultured Meat Consumption","authors":"Chien Duong, Usha L. Pappu, Billy Sung, Felix Septianto","doi":"10.1111/ijcs.70197","DOIUrl":"10.1111/ijcs.70197","url":null,"abstract":"<p>Cultured meat is an emerging, sustainable protein source; however, it falls short in several aspects, including perceived naturalness, nutritional value, and sensory appeal. Building upon the theory of benign masochism, the research proposes that the sensory imagery of spicy flavour can heighten emotional arousal and, in turn, drive individuals' willingness to try cultured meat. We conducted two online experiments to demonstrate how the flavour descriptor of spiciness influences willingness to try cultured meat. First, we demonstrate that the spicy-flavour descriptor appears to induce a state of benign masochism and increase willingness to try cultured meat. Second, we demonstrate that emotional arousal serves as the underlying mechanism explaining the effect of the spicy-flavour descriptor. The results propose a novel route of encouraging willingness to try cultured meat by heightening one's risk-seeking behaviours. Our study shows that the effect of spicy flavour does not necessarily come from the flavour itself but is underpinned by heightened emotional arousal. Challenging past notions, we demonstrate that arousal increases, rather than decreases, intention to approach novel stimuli. The findings have significant implications for enhancing consumer acceptance of cultured meat.</p>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":"50 2","pages":""},"PeriodicalIF":7.6,"publicationDate":"2026-02-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1111/ijcs.70197","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147569662","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Unethical Influencer Marketing: A Systematic Review and Research Agenda 不道德的影响者营销：系统回顾和研究议程

IF 7.6 2区管理学

International Journal of Consumer Studies Pub Date : 2026-02-26 DOI: 10.1111/ijcs.70193

Laly Padmavathy P, Fezeena Khadir

{"title":"Unethical Influencer Marketing: A Systematic Review and Research Agenda","authors":"Laly Padmavathy P, Fezeena Khadir","doi":"10.1111/ijcs.70193","DOIUrl":"10.1111/ijcs.70193","url":null,"abstract":"<div>\u0000 \u0000 <p>Social media influencer (SMI) marketing has revealed substantial regulatory gaps and problematic behaviors threatening consumer welfare. This systematic literature review examines 83 high-quality articles (ABS 3–4★ and SJR Q1–Q2 journals, 2016–2025) using the Theory–Context–Characteristics–Methodology (TCCM) framework. Our analysis identifies critical dark-side practices: undisclosed sponsorships—with Ershov et al. in 2025 documenting 96% nondisclosure in their analysis of 100+ million Twitter posts; counterfeit endorsements (Shepherd et al. in 2023 found 22% of UK consumers purchased counterfeits following influencer recommendations); misinformation dissemination; and harmful content promotion. Findings reveal theoretical fragmentation with Source Credibility Theory (21 studies) and Parasocial Relationship Theory (14 studies) dominating, while 34% lack explicit frameworks. Geographically, research concentrates in Western economies (United States 47%, Europe 35%), with Africa and Latin America unrepresented. Methodologically, quantitative approaches predominate (75%), yet cross-sectional designs limit causal inference. Critical gaps persist in examining regulatory enforcement, platform accountability, consumer vulnerability, and actual behavioral outcomes. This review provides actionable insights for policymakers, platforms, and researchers fostering ethical influencer marketing practices.</p>\u0000 </div>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":"50 2","pages":""},"PeriodicalIF":7.6,"publicationDate":"2026-02-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147569542","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Spice It Up: The Impact of Spiciness and Arousal on Cultured Meat Consumption 调味：香料和唤醒对培养肉消费的影响

IF 7.6 2区管理学

International Journal of Consumer Studies Pub Date : 2026-02-26 DOI: 10.1111/ijcs.70197

Chien Duong, Usha L. Pappu, Billy Sung, Felix Septianto

{"title":"Spice It Up: The Impact of Spiciness and Arousal on Cultured Meat Consumption","authors":"Chien Duong, Usha L. Pappu, Billy Sung, Felix Septianto","doi":"10.1111/ijcs.70197","DOIUrl":"https://doi.org/10.1111/ijcs.70197","url":null,"abstract":"<p>Cultured meat is an emerging, sustainable protein source; however, it falls short in several aspects, including perceived naturalness, nutritional value, and sensory appeal. Building upon the theory of benign masochism, the research proposes that the sensory imagery of spicy flavour can heighten emotional arousal and, in turn, drive individuals' willingness to try cultured meat. We conducted two online experiments to demonstrate how the flavour descriptor of spiciness influences willingness to try cultured meat. First, we demonstrate that the spicy-flavour descriptor appears to induce a state of benign masochism and increase willingness to try cultured meat. Second, we demonstrate that emotional arousal serves as the underlying mechanism explaining the effect of the spicy-flavour descriptor. The results propose a novel route of encouraging willingness to try cultured meat by heightening one's risk-seeking behaviours. Our study shows that the effect of spicy flavour does not necessarily come from the flavour itself but is underpinned by heightened emotional arousal. Challenging past notions, we demonstrate that arousal increases, rather than decreases, intention to approach novel stimuli. The findings have significant implications for enhancing consumer acceptance of cultured meat.</p>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":"50 2","pages":""},"PeriodicalIF":7.6,"publicationDate":"2026-02-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1111/ijcs.70197","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147569663","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

A Mixed-Methods Exploration of Mobile Payment Resistance at the Bottom of the Pyramid: Understanding the Rural–Urban Dichotomy 金字塔底层移动支付阻力的混合方法探索：理解城乡二分法

IF 7.6 2区管理学

International Journal of Consumer Studies Pub Date : 2026-02-26 DOI: 10.1111/ijcs.70198

Rohit Joshi, Nandakumar Mekoth, U. Abhinaya

{"title":"A Mixed-Methods Exploration of Mobile Payment Resistance at the Bottom of the Pyramid: Understanding the Rural–Urban Dichotomy","authors":"Rohit Joshi, Nandakumar Mekoth, U. Abhinaya","doi":"10.1111/ijcs.70198","DOIUrl":"10.1111/ijcs.70198","url":null,"abstract":"<div>\u0000 \u0000 <p>The swift growth of mobile technology has spurred the adoption of mobile payment systems (MPS) among middle- and high-income groups in emerging economies. However, MPS penetration remains low in the bottom of the pyramid (BOP) segment, necessitating further study. Current research on MPS adoption often shows a pro-innovation bias, potentially overlooking resistance and challenges faced by BOP populations. This study examines MPS resistance among the BOP population, with a focus on both rural and urban segments, and is grounded in Innovation Resistance Theory (IRT). Employing a mixed-methods approach, the research uses an exploratory sequential design. 15 semi-structured interviews were conducted in the qualitative phase with BOP non-users, selected via purposive sampling across diverse rural and urban locations. Thematic analysis of transcripts identified key factors constituting MPS resistance, informing the design of a structured quantitative survey. The administered survey gathered 354 responses from BOP participants using purposive sampling. Quantitative data were analyzed using SPSS 25.0 and AMOS 23.0, with structural equation modelling employed to test and validate the conceptual model. The study identifies usage, value, tradition, and risk barriers, as well as anxiety and technological alienation, as significant predictors of MPS resistance, with tradition barriers being the most substantial. Moderation analysis reveals that BOP type (rural vs. urban) significantly influences these relationships, with rural individuals exhibiting higher resistance due to elevated concerns about risk, tradition, and technological alienation. This research extends IRT by incorporating affective dimensions such as anxiety and alienation. Findings highlight the need for culturally and contextually sensitive, gradual introduction of MPS in BOP communities to enhance financial inclusion.</p>\u0000 </div>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":"50 2","pages":""},"PeriodicalIF":7.6,"publicationDate":"2026-02-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147569541","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

A Mixed-Methods Exploration of Mobile Payment Resistance at the Bottom of the Pyramid: Understanding the Rural–Urban Dichotomy 金字塔底层移动支付阻力的混合方法探索：理解城乡二分法

IF 7.6 2区管理学

International Journal of Consumer Studies Pub Date : 2026-02-26 DOI: 10.1111/ijcs.70198

Rohit Joshi, Nandakumar Mekoth, U. Abhinaya

{"title":"A Mixed-Methods Exploration of Mobile Payment Resistance at the Bottom of the Pyramid: Understanding the Rural–Urban Dichotomy","authors":"Rohit Joshi, Nandakumar Mekoth, U. Abhinaya","doi":"10.1111/ijcs.70198","DOIUrl":"https://doi.org/10.1111/ijcs.70198","url":null,"abstract":"<div>\u0000 \u0000 <p>The swift growth of mobile technology has spurred the adoption of mobile payment systems (MPS) among middle- and high-income groups in emerging economies. However, MPS penetration remains low in the bottom of the pyramid (BOP) segment, necessitating further study. Current research on MPS adoption often shows a pro-innovation bias, potentially overlooking resistance and challenges faced by BOP populations. This study examines MPS resistance among the BOP population, with a focus on both rural and urban segments, and is grounded in Innovation Resistance Theory (IRT). Employing a mixed-methods approach, the research uses an exploratory sequential design. 15 semi-structured interviews were conducted in the qualitative phase with BOP non-users, selected via purposive sampling across diverse rural and urban locations. Thematic analysis of transcripts identified key factors constituting MPS resistance, informing the design of a structured quantitative survey. The administered survey gathered 354 responses from BOP participants using purposive sampling. Quantitative data were analyzed using SPSS 25.0 and AMOS 23.0, with structural equation modelling employed to test and validate the conceptual model. The study identifies usage, value, tradition, and risk barriers, as well as anxiety and technological alienation, as significant predictors of MPS resistance, with tradition barriers being the most substantial. Moderation analysis reveals that BOP type (rural vs. urban) significantly influences these relationships, with rural individuals exhibiting higher resistance due to elevated concerns about risk, tradition, and technological alienation. This research extends IRT by incorporating affective dimensions such as anxiety and alienation. Findings highlight the need for culturally and contextually sensitive, gradual introduction of MPS in BOP communities to enhance financial inclusion.</p>\u0000 </div>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":"50 2","pages":""},"PeriodicalIF":7.6,"publicationDate":"2026-02-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147569369","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Assessing the Willingness to Pay for Different Types of Multi-Level Sustainability Labels in the Sports Apparel Industry 评估运动服装行业中不同类型多层次可持续性标签的支付意愿

IF 7.6 2区管理学

International Journal of Consumer Studies Pub Date : 2026-02-23 DOI: 10.1111/ijcs.70191

Viktoria Spindler, Holger Schunk, Thomas Könecke

{"title":"Assessing the Willingness to Pay for Different Types of Multi-Level Sustainability Labels in the Sports Apparel Industry","authors":"Viktoria Spindler, Holger Schunk, Thomas Könecke","doi":"10.1111/ijcs.70191","DOIUrl":"10.1111/ijcs.70191","url":null,"abstract":"<p>Labels are effective tools for marketing environmentally and socially sustainable goods and can positively affect consumers' willingness to pay. But sustainability labeling is still rather uncommon in the sports sector and there is hardly any pertinent research. This is why this study analyses the impact of two different types of sustainability labels on the willingness to pay of German runners for sports apparel with the following research question: How do a percentage-based and a graphic label differ in their effect on consumers' willingness to pay for sustainable sports shirts? The data for this study were collected with two panel surveys that each include a choice-based conjoint analysis to assess the respondents' willingness to pay. In the first data collection, a percentage-based label is used to communicate environmental and social sustainability, and a graphic one in the second. The results show that the willingness to pay increases with higher levels of environmental and social sustainability in both samples. However, by communicating with graphic labels, lower levels of sustainability are already rewarded with a comparably high willingness to pay. For the percentage-based labels, the willingness to pay increases more gradually. These insights have many implications for academia, businesses, and political institutions.</p>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":"50 2","pages":""},"PeriodicalIF":7.6,"publicationDate":"2026-02-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1111/ijcs.70191","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147299995","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

The Past, Present, and Future of Virtual Influencer Marketing 虚拟网红营销的过去、现在和未来

IF 7.6 2区管理学

International Journal of Consumer Studies Pub Date : 2026-02-19 DOI: 10.1111/ijcs.70194

Navjyoti Sharma, Aman Kumar

{"title":"The Past, Present, and Future of Virtual Influencer Marketing","authors":"Navjyoti Sharma, Aman Kumar","doi":"10.1111/ijcs.70194","DOIUrl":"10.1111/ijcs.70194","url":null,"abstract":"<div>\u0000 \u0000 <p>Virtual influencer (VI) has become a prominent and significant topic in the marketing literature. A thorough understanding of its influence on consumer behavior is still lacking, despite years of discussion in academic research and managerial practice. In order to address the inconsistency of findings in the literature, we thoroughly reviewed 117 papers from 31 different journals. We combine two approaches in this study, including a systematic review and similarity analysis using IRaMuTeQ software. This study undertakes a systematic literature review, employing the SPAR-4-SLR protocol as its guiding framework. Using the antecedents–decisions–outcomes (ADO) framework, this study delineates the established knowledge base on virtual influencer research. The theories, contexts, and methods (TCM) framework reveals how we know about virtual influencer literature. Moreover, this study seeks to identify pivotal research gaps in the current virtual influencer literature and recommend specific future research avenues. We used the integrated ADO-TCM framework to synthesize the virtual influencer literature and provide a conceptual framework. The findings advance influencer marketing literature and provide underpinning future research directions capable of guiding forthcoming research and nurturing field maturation and help the field continue to evolve.</p>\u0000 </div>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":"50 2","pages":""},"PeriodicalIF":7.6,"publicationDate":"2026-02-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147288312","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0