Moreno Frau – Asheen Heranga Hettiarachchi Maha Hettiarachchige – Francesca Cabiddu (2025): Fiction or Familiar? Exploring Consumer Responses to Humanlike vs. Nonhuman Virtual Influencers
Betöltés. Kérem, várjon.
Moreno Frau – Asheen Heranga Hettiarachchi Maha Hettiarachchige – Francesca Cabiddu (2025): Fiction or Familiar? Exploring Consumer Responses to Humanlike vs. Nonhuman Virtual Influencers. In: Szalkai Zsuzsanna – Bíró-Szigeti Szilvia – Iványi Tamás – Kelemen-Erdős Anikó (szerk.): Tudományágak kaleidoszkópja – a marketing, mint transzdiszciplináris terület. Budapesti Műszaki és Gazdaságtudományi Egyetem, Gazdaság- és Társadalomtudományi Kar: Budapest. ISBN: 978-615-112-035-4 pp. 32–32.
Szerzők
- Moreno Frau. Corvinus University of Budapest.
- Asheen Herenga Hettiarachchi Maha Hettiarachchige. University of Caglari.
- Francesca Cabiddu. University of Caglari.
Abstract
Fiction or Familiar? Exploring Consumer Responses to Humanlike vs. Nonhuman Virtual Influencers
This research explores how varying degrees of realism and human likeness impact consumer engagement with virtual influencers (VIs). Through a comparative case study of four distinct VIs—Imma, Mono Mars, Noonoouri, and Birdsoup—classified by their visual realism and anthropomorphism, the study identifies six key engagement dimensions: admiration, criticism, skepticism, narrative affiliation, character affiliation, and social bonding. The results reveal that while high realism amplifies scrutiny and doubt, humanlike features tend to enhance admiration. Notably, less humanlike, stylized influencers generate deeper emotional and narrative engagement, highlighting their potential to foster stronger consumer relationships. Based on these insights, six propositions are offered to inform future research. The findings also offer practical guidance for marketers on how to strategically align virtual influencer types with brand messaging to optimize digital engagement in an AI-driven marketing environment.
Virtual Influencers Influencer Marketing Consumer Engagement
Nyelv
angol
Befoglaló mű adatai
Szalkai Zsuzsanna – Bíró-Szigeti Szilvia – Iványi Tamás – Kelemen-Erdős Anikó (szerk.) (2025): Tudományágak kaleidoszkópja – a marketing, mint transzdiszciplináris terület. Budapesti Műszaki és Gazdaságtudományi Egyetem, Gazdaság- és Társadalomtudományi Kar: Budapest. ISBN: 978-615-112-035-4 DOI:10.62561/EMOK-2025