{"title":"消费者行为中的虚拟影响者:社会影响理论视角","authors":"Dinara Davlembayeva, Simos Chari, Savvas Papagiannidis","doi":"10.1111/1467-8551.12839","DOIUrl":null,"url":null,"abstract":"Although virtual influencers, that is, computer‐generated personas, have been a growing trend in marketing, we still know very little about their impact on consumers’ attitudes and behaviour. To bridge this gap, this study: (a) explores individuals’ acceptance of influences induced by virtual influencers and (b) investigates how influence acceptance translates into behaviour. Drawing on Social Influence Theory, we first conducted a comprehensive literature review to extract the key attributes of virtual influencers (i.e. warmth, relatedness, interactivity, competence, empathy, uniqueness, fairness and credibility) as enablers of engagement that can determine influence acceptance. Then, based on 601 survey responses and using a fuzzy‐set qualitative comparative analysis, we analysed the associations between the enablers of engagement, influence acceptance processes (i.e. compliance, identification and internalization) and behavioural responses (purchase intention and behaviour adoption). Our findings highlight various sets of virtual influencer attributes that lead to high degrees of compliance, identification and internalization, and behavioural responses. We contribute to the influencer literature by explaining the causes of the persuasiveness of virtual influencers and their effectiveness in stimulating behaviour. Our study also offers practical insights into how brand managers can leverage virtual influencers in online marketing strategies.","PeriodicalId":48342,"journal":{"name":"British Journal of Management","volume":null,"pages":null},"PeriodicalIF":4.5000,"publicationDate":"2024-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Virtual Influencers in Consumer Behaviour: A Social Influence Theory Perspective\",\"authors\":\"Dinara Davlembayeva, Simos Chari, Savvas Papagiannidis\",\"doi\":\"10.1111/1467-8551.12839\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Although virtual influencers, that is, computer‐generated personas, have been a growing trend in marketing, we still know very little about their impact on consumers’ attitudes and behaviour. To bridge this gap, this study: (a) explores individuals’ acceptance of influences induced by virtual influencers and (b) investigates how influence acceptance translates into behaviour. Drawing on Social Influence Theory, we first conducted a comprehensive literature review to extract the key attributes of virtual influencers (i.e. warmth, relatedness, interactivity, competence, empathy, uniqueness, fairness and credibility) as enablers of engagement that can determine influence acceptance. Then, based on 601 survey responses and using a fuzzy‐set qualitative comparative analysis, we analysed the associations between the enablers of engagement, influence acceptance processes (i.e. compliance, identification and internalization) and behavioural responses (purchase intention and behaviour adoption). Our findings highlight various sets of virtual influencer attributes that lead to high degrees of compliance, identification and internalization, and behavioural responses. We contribute to the influencer literature by explaining the causes of the persuasiveness of virtual influencers and their effectiveness in stimulating behaviour. Our study also offers practical insights into how brand managers can leverage virtual influencers in online marketing strategies.\",\"PeriodicalId\":48342,\"journal\":{\"name\":\"British Journal of Management\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":4.5000,\"publicationDate\":\"2024-05-31\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"British Journal of Management\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1111/1467-8551.12839\",\"RegionNum\":2,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"British Journal of Management","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1111/1467-8551.12839","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
Virtual Influencers in Consumer Behaviour: A Social Influence Theory Perspective
Although virtual influencers, that is, computer‐generated personas, have been a growing trend in marketing, we still know very little about their impact on consumers’ attitudes and behaviour. To bridge this gap, this study: (a) explores individuals’ acceptance of influences induced by virtual influencers and (b) investigates how influence acceptance translates into behaviour. Drawing on Social Influence Theory, we first conducted a comprehensive literature review to extract the key attributes of virtual influencers (i.e. warmth, relatedness, interactivity, competence, empathy, uniqueness, fairness and credibility) as enablers of engagement that can determine influence acceptance. Then, based on 601 survey responses and using a fuzzy‐set qualitative comparative analysis, we analysed the associations between the enablers of engagement, influence acceptance processes (i.e. compliance, identification and internalization) and behavioural responses (purchase intention and behaviour adoption). Our findings highlight various sets of virtual influencer attributes that lead to high degrees of compliance, identification and internalization, and behavioural responses. We contribute to the influencer literature by explaining the causes of the persuasiveness of virtual influencers and their effectiveness in stimulating behaviour. Our study also offers practical insights into how brand managers can leverage virtual influencers in online marketing strategies.
期刊介绍:
The British Journal of Management provides a valuable outlet for research and scholarship on management-orientated themes and topics. It publishes articles of a multi-disciplinary and interdisciplinary nature as well as empirical research from within traditional disciplines and managerial functions. With contributions from around the globe, the journal includes articles across the full range of business and management disciplines. A subscription to British Journal of Management includes International Journal of Management Reviews, also published on behalf of the British Academy of Management.