Explore the vast range of titles available.

Purpose This paper aims to examine how consumers respond to social media influencers that are created through artificial intelligence (AI) and compares effects to traditional (human) influencers. Design/methodology/approach Across two empirical studies, the authors examine the efficacy of AI social media influencers. With Study 1, the authors establish baseline effects for AI influencers and investigate how social-psychological distance impacts consumer perceptions. The authors also investigate the role of an influencer’s agency – being autonomous or externally managed – to test the boundaries of the results and determine the interactive effects between influencer type and influencer agency. Study 2 acts as an extension and validation of Study 1, whereby the authors provide generalisability and overlay the role of need for uniqueness as a moderated mediator. Findings The authors show that there are similarities and differences in the ways in which consumers view AI and human influencers. Importantly, the authors find no difference in terms of intention to follow or personalisation. This suggests that consumers are equally open to follow an AI or human influencer, and they perceive the level of personalisation provided by either influencer type as similar. Furthermore, while an AI influencer is generally perceived as having lower source trust, they are more likely to evoke word-of-mouth intentions. In understanding these effects, the authors show that social distance mediates the relationship between influencer type and the outcomes the authors investigate. Results also show that AI influencers can have a greater effect on consumers who have a high need for uniqueness. Finally, the authors find that a lack of influencer agency has a detrimental effect. Research limitations/implications The studies investigate consumers’ general response to AI influencers within the context of Instagram, however, future research might examine consumers’ response to posts promoting specific products across a variety of category contexts and within different social media platforms. Practical implications The authors find that in some ways, an AI influencer can be as effective as a human influencer. Indeed, the authors suggest that there may be a spill-over effect from consumer experiences with other AI recommendation systems, meaning that consumers are open to AI influencer recommendations. However, the authors find consistent evidence that AI influencers are trusted less than traditional influencers, hence the authors caution brands from rushing to replace human influencers with their AI counterparts. Originality/value This paper offers novel insight into the increasingly prominent phenomenon of the AI influencer. Specifically, it takes initial steps towards developing understanding as to how consumers respond to AI influencers and contrast these effects with human influencers.

Purpose This study aims to examine the role of message appeals (concrete vs abstract) posted by greenfluencers in determining their behavioral intention toward the sponsored sustainable product. This study examined the underlying mechanism of message authenticity and product sustainability image in this relationship. This study also investigated the boundary condition of product type (utilitarian vs hedonic) in the effect of sustainability message appeal on purchase intention. Design/methodology/approach Four studies were carried out. One field experiment on Facebook and three scenario-based online experiments were conducted to test the proposed relationships. Findings This study found that a concrete message appeal results in a higher purchase intention of the promoted product than an abstract message appeal. This effect is a result of message authenticity and product sustainability image. Furthermore, product type moderates the impact of message appeal on behavioral intention via message authenticity and product sustainability image. Research limitations/implications This study contributes to the literature on influencer marketing, sustainability communication and the persuasion process. Practical implications This study’s findings provide insights for greenfluencers and firms that leverage greenfluencers to promote their sustainable products on social media. Specifically, it lays out how the sustainability message should be framed to be persuasive. Originality/value This study findings offer novel insights for greenfluencers and firms in developing effective message strategies to promote sustainable products on social media.

PurposeThis study aims to explore the impact of social media influencers' (SMIs) intimate self-disclosure on consumers' purchase intentions, with a focus on the role of parasocial relationships and congruence among the influencer, product and consumer. The study finds its theoretical foundation in parasocial theory and self-congruency theory.Design/methodology/approachThis study employs a quantitative approach, utilizing a sample of 232 collected survey responses. The proposed hypotheses are evaluated using partial least squares structural equation modeling (PLS-SEM).FindingsContrary to initial assumptions, the study reveals that parasocial relationships do not mediate the link between SMIs' intimate self-disclosure and purchase intentions. However, an interesting moderating effect was discovered: the congruence between the consumer and the influencer influences the relationship between SMIs' intimate self-disclosure and parasocial relationships, and subsequently, between parasocial relationships and purchase intentions.Originality/valueThis study brings fresh insights by pinpointing a boundary condition that dictates the influence of SMIs' intimate self-disclosure on purchase intentions via parasocial relationships. In doing so, this study provides a novel perspective in understanding the dynamics between SMIs and consumers in the rapidly evolving marketing landscape.

We estimate the stock market effects of the Tiger Woods scandal on his sponsors and sponsors' competitors. In the 10-15 trading days after the onset of the scandal, the full portfolio of sponsors lost more than 2% of market value, with losses concentrated among the core three sponsors: Electronic Arts, Nike, and PepsiCo (Gatorade). Sponsors' day-by-day losses correlate strongly with Google search intensity regarding the endorsement-related impact of the scandal, as well as with qualitative indicators of \"endorsement-related news.\" At least some sponsors' losses were competitors' gains, suggesting that endorsement deals are partially a business-stealing strategy. However, competitors who were themselves celebrity endorsement intensive fared relatively worse than those who were not endorsement intensive, and that difference also correlates day by day with news/search intensity regarding the scandal. It appears that the scandal sent a negative marketwide signal about the reputation risk associated with celebrity endorsements. This paper was accepted by Pradeep Chintagunta, marketing.

Why do people purchase objects that were once owned by celebrities, such as film stars or politicians, and also by despised individuals, such as serial killers and notorious dictators? The present studies examine three potential explanations: mere associations, market demands, and contagion (the belief that these objects contain some remnants of their previous owners). Results indicate that while market demands do play a role, contagion appears to be the critical factor affecting the valuation of celebrity possessions. Manipulating the degree of physical contact that a celebrity has with an object dramatically influences consumers’ willingness to purchase it, and individual differences in sensitivity to contagion moderate this effect. Additionally, the valuation of celebrity possessions is principally explained by measures of contagion, and subliminally activating the concept of contagion changes consumers’ willingness to purchase celebrity objects. Theoretical and practical implications of these findings are discussed.

Environmental awareness serves as an intrinsic motivator for individuals’ engagement in environmental protection behaviors, and social media platforms can foster such awareness. Drawing on the 2018 China General Social Survey data (CGSS 2018), this study employs non-parametric and semi-parametric approaches within the framework of marginal treatment effect (MTE) to examine the influence of WeChat usage on the environmental awareness of Chinese residents. The findings unveil significant heterogeneity in the impact of frequent WeChat usage on individuals’ levels of environmental awareness. Through estimation of the average treatment effect, treatment group average treatment effect, and non-treatment group average treatment effect, the study reveals that WeChat exerts a stronger positive influence on the environmental awareness of residents with a high propensity for using the platform, while it has no discernible effect on the environmental awareness of residents with a low inclination to engage with WeChat. The growth of environmental knowledge facilitated by WeChat plays a crucial role in shaping environmental awareness. Furthermore, this research underscores the influence of real-life social network structures on information exchange within the WeChat platform in China. This observation suggests that WeChat transcends its role as a mere information transmission tool and becomes intricately woven into the social network fabric of its users, thus mirroring certain characteristics of information dissemination within offline social networks. These insights imply that targeted strategies can be devised to bolster residents’ environmental awareness by capitalizing on the interconnectedness of real-life social networks and leveraging the information exchange potential of WeChat. By doing so, it is possible to enhance environmental protection endeavors and encourage more sustainable behaviors among individuals.