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AI-driven influencer marketing: Comparing the effects of virtual and human influencers on consumer perceptions
[Zeitschriftenartikel]
Abstract Computer generated virtual influencers are currently one of the most important brand
communication trends driven by artificial intelligence. While numerous studies on human
social media influencers already exist, the field of virtual influencers is still largely
unexplored, which is especially tr... mehr
Computer generated virtual influencers are currently one of the most important brand
communication trends driven by artificial intelligence. While numerous studies on human
social media influencers already exist, the field of virtual influencers is still largely
unexplored, which is especially true regarding their impact on consumer perceptions.
Against this background, the aim of this study is to empirically investigate consumer
perceptions of virtual influencers in comparison to traditional social media influencers.
We conduct an exploratory experiment to test the effect of virtual and human influencers
on credibility, competence, likability, and purchase intentions. The results show no
significant differences between virtual and human influencers, except for the variable
likeability. Implications for management and future research are discussed.... weniger
Thesaurusschlagwörter
Marketing; Virtualisierung; künstliche Intelligenz; Verbraucher; Wahrnehmung; Kaufverhalten
Klassifikation
Marketing
Freie Schlagwörter
virtual influencers; cgi influencers; AI-driven influencers; social media influencers; SMI; influencer marketing; consumer perceptions; purchase intentions
Sprache Dokument
Englisch
Publikationsjahr
2023
Seitenangabe
S. 165-174
Zeitschriftentitel
Journal of AI, Robotics & Workplace Automation, 2 (2023) 2
Heftthema
AI and Marketing
ISSN
2633-5638
Status
Postprint; begutachtet
Lizenz
Deposit Licence - Keine Weiterverbreitung, keine Bearbeitung