Source Credibility and Emotions generated by Robot and Human Influencers: The perception of luxury brand representatives

Baudier, Patricia; Boissieu, Elodie de; Duchemin, Marie-Hélène

doi:10.1016/j.techfore.2022.122255

Cited by 25 publications

(11 citation statements)

References 68 publications

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“…Thus, if the digital influencer is considered an expert and trusted by their audience, they are likely to influence the attitude and behavior of their audience, including their purchase intention (Sokolova and Kefi 2019). In the study by Wang and Scheibaum (2017), trustworthiness was the most important dimension of source credibility (Baudier et al 2023).…”

Section: Source Credibilitymentioning

confidence: 97%

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Go vegan! digital influence and social media use in the purchase intention of vegan products in the cosmetics industry

Santos

Silva

Costa

et al. 2023

Soc. Netw. Anal. Min.

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Social media have expanded the exposure of vegan consumption decisions and practices through the greater reach of opinions issued digitally by individuals concerned about ethical and environmental issues. Some of these people have reached considerable numbers of followers virtually, becoming digital influencers with built-in credibility that makes them opinion leaders. Considering them, this study aims to analyze the relationship between source credibility and the social media use in the purchase intention of vegan products endorsed by digital influencers, focusing on the cosmetics industry. We used the cross-sectional survey method and adopted Structural Equation Modeling to analyze the relationships between the variables from 190 valid questionnaires. We identified that both the social media use and the source credibility influence the purchase intention of vegan cosmetic products. The ability of digital influencers to shape consumer intentions was recognized, even though the products they endorse do not represent the follower's philosophy of life-for example, a nonvegan follower who intends to consume a vegan cosmetic from the digital influencer endorsement. Furthermore, we identified that the source credibility influences the social media use that is the influencer also shapes the individual digital behavior.

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Section: Source Credibilitymentioning

confidence: 97%

“…Therefore, the more attractive the source, the more persuasive it will be (Silalahi et al 2021). The source attractiveness of digital influencers is also related to their ability to demonstrate empathy and benevolence (Baudier et al 2023).…”

Section: Source Credibilitymentioning

confidence: 99%

Go vegan! digital influence and social media use in the purchase intention of vegan products in the cosmetics industry

Santos

Silva

Costa

et al. 2023

Soc. Netw. Anal. Min.

View full text Add to dashboard Cite

show abstract

“…Kim and Park (2023) demonstrated that the VI's physical appeal was not directly associated to purchase intention while content attractiveness is more important than physical attractiveness for luxury brands. Indeed, according to Baudier et al . (2023), social robots can contribute to (1) enrich the content, (2) communicate reliable information, (3) disseminate information quickly and (4) reinvigorate or boost brand image.…”

Section: Theoretical Foundationsmentioning

confidence: 99%

“…, 2021). If content is provided directly by brands, this could resolve the perceived lack of expertise of some human influencers, who are sometimes perceived as focussed on themselves rather than the products (Baudier et al ., 2023).…”

Section: Theoretical Foundationsmentioning

confidence: 99%

“…Finally, the literature on VI is incomplete, focussing on the brand perspective rather than on consumers' perceptions in a luxury context (Baudier et al ., 2023). Thus, our study will investigate the perceptions of Gen-Z and millennials when following and interacting with Human Influencers (HI) and VI in social media, aiming to bridge this gap.…”

Section: Introductionmentioning

confidence: 99%

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The perceived credibility of human-like social robots: virtual influencers in a luxury and multicultural context

Boissieu

Baudier

2023

JOCM

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PurposeSocial robots are invading our daily lives. Recently, thanks to artificial intelligence, humanoid social robots have been developed and influence individuals on social media. This paper aims to understand the perception of luxury consumers regarding human-like virtual influencers (VI) in a multicultural context.Design/methodology/approachConducting a qualitative method, the authors interviewed 32 Chinese and French consumers of luxury products from the Gen-Z and millennial generation about their perception of human influencers and human-like VI after following them on social media specific platforms.FindingsUsing source credibility theory, this research unveils the different ways in which consumers perceive human-like VI according to their physical or content attractiveness, expertise, similarities and trustworthiness. The results suggest that the perception of human-like VI by millennials and Gen-Z is closely related to their cultural setting and their familiarity of the technology in a luxury context.Originality/valueConsidering Gen-Z and millennials' willing for para-social interactions and given the importance to the credibility of the source or the emotions displayed by VI, the intercultural empirical setting of this study introduces the ambivalence of the perception of social robots versus human-like influencers in a luxury digital context.

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How real is real enough? Unveiling the diverse power of generative AI‐enabled virtual influencers and the dynamics of human responses

Sorosrungruang,

Ameen,

Hackley

2024

Psychology and Marketing

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Virtual influencers in various forms are capturing a growing share of ad spend from human influencers. Followers respond to virtual influencers much as if they were human, with engagement rates and measures of trust and source credibility that rival their human counterparts. However, there is an acute need for more nuanced understanding of the differential characteristics of user engagement with human influencers and the many emerging forms, types and interactional characteristics of virtual influencers. We conduct an exploratory study of three parts. First, through an indepth review of the existing literature, we delineate the implications of unsettled taxonomies of virtual influencers by function and form, and we outline a revised typology. Second, our secondary review of virtual influencer literature, trade, and industry sources conceptualizes divergent factors influencing the persuasive capability of human and virtual influencers while identifying intersecting research themes. From this synthesis we induce suggestions for future research and practice. Finally, we assess, refine and adjust our framework through depth interviews with leading expert practitioners to generate six key findings to guide future researched‐backed virtual influencer practice and research.

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Source Credibility and Emotions generated by Robot and Human Influencers: The perception of luxury brand representatives

Cited by 25 publications

References 68 publications

Go vegan! digital influence and social media use in the purchase intention of vegan products in the cosmetics industry

Go vegan! digital influence and social media use in the purchase intention of vegan products in the cosmetics industry

The perceived credibility of human-like social robots: virtual influencers in a luxury and multicultural context

How real is real enough? Unveiling the diverse power of generative AI‐enabled virtual influencers and the dynamics of human responses

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