Search results

Advances in technology and the popularity of social media influencers have sparked a rise of “virtual influencers (VIs).” This study examines consumer attitudes toward VIs in social networking services and explores factors that enhance or dampen these attitudes. In three experiments, it was explored how contextual factors (background and companion) interact with human (HIs) and VIs, influencing attitudes through trustworthiness.

Three experiments were conducted using an online panel (N = 894). All experiments were based on the comparison between HIs and VI with mediating role of trustworthiness. In Studies 2 and 3, moderated mediation analyses were conducted to test hypotheses.

The results revealed that human-like VI was less trusted than animi-like VI or HIs. However, the perceived trustworthiness toward VI was enhanced when the VI was in a virtual (vs. real) environment (Study 2) or accompanied by a virtual (vs. human) companion (Study 3), leading to positive attitudes.

This research not only enriches relevant literature (avatars and SMIs) but also provides actionable insight for practitioners who design and utilize VIs. This paper proposes novel and handy tactics to enhance consumers' trustworthiness in and attitudes toward VIs.

This study aims to investigate the rising trend of virtual influencers – digitally created characters with human-like attributes. It aims to evaluate and compare their effectiveness with human influencers in terms of brand attitudes and purchase intentions. It uncovers the mechanisms underlying the differences in effectiveness observed between virtual influencers and their human counterparts.

The research uses a 2 (influencer type: human vs virtual) × 3 (product type: functional vs symbolic vs experiential) between-subjects design. Through a pilot study (n = 334) and a main study (n = 352), the research examines the interactive effects of influencer and product type on brand attitude and purchase intentions. Hypotheses were developed and tested using moderating mediation models centered on authenticity and product–endorser fit.

Virtual influencers are perceived as less authentic than human influencers across all product types, negatively influencing brand attitude and purchase intention. However, the extent to which influencer type affects brand attitudes and purchase intentions, mediated by product–endorser fit, varies based on the product type.

This research emphasizes two key mechanisms – authenticity and product–endorser fit – influencing the effectiveness of virtual influencers. It suggests that aligning virtual influencers with suitable product types can offset their perceived authenticity deficit, significantly affecting their endorsement effectiveness.

The purpose of this paper is to conceptualize virtual influencer marketing, outlining the opportunities and dangers associated with using virtual influencers in social media marketing communications.

Drawing on the literature addressing influencer marketing and interactions between consumers and technologies, this paper introduces the landscape of virtual influencer marketing.

This paper distinguishes virtual influencers from real-life influencers and related digital characters. It further defines four unique elements attributed to virtual influencers: customization, flexibility, ownership and automation. Finally, it introduces a taxonomy for virtual influencers.

The conceptualization of virtual influencer marketing contributes to advancing the understanding of the (virtual) influencer marketing landscape.

This paper suggests that brands need to carefully evaluate the different characteristics of virtual influencers, when deciding to leverage them in social media marketing communications. It also provides guidelines for working with virtual influencers in marketing campaigns targeted at consumers.

This paper discusses ethical and social implications for brands and consumers that interact with virtual influencers in the encounter between reality and virtuality.

This paper makes three contributions. First, it conceptualizes virtual influencer marketing by defining and critically evaluating the key characteristics attributed to virtual influencers. Second, it offers a 2 × 2 taxonomy of virtual influencers, grounded in research on anthropomorphism and reality–virtuality. Third, this paper reflects on the opportunities and dangers associated with virtual influencer marketing, outlining avenues for future research.

This study delves into how corporations make decisions about influencer marketing. Specifically, it examines the differences between human influencers, who carry the risk of scandals, and virtual influencers, a new and unpredictable realm, regarding their integration with social media platforms.

Using game theory and empirical data, the study explores crucial factors in influencer marketing, including influencer quality, reputation repair costs and the probability of R&D failures.

This study suggests that companies favor human influencers when the risk of scandal is low. However, competing companies switch to virtual influencers at different intervals as this risk increases. The costs, likelihood of scandals and competition intensity all play a role in a company's decision-making regarding technology management. Additionally, a higher chance of R&D failure can motivate a company to invest more in R&D to gain a competitive advantage over rivals that may suffer failures.

This study provides insights into how corporations manage social media influencer marketing in the digital age. It contributes to marketing theory and technology management decisions by offering a fresh perspective on the relationship between corporate reputation and influencer marketing strategy.

This study offers valuable perspectives into a relatively uncharted area of marketing strategy. It employs game theory and empirical analysis to introduce a fresh method of comprehending the dynamics of influencer marketing, its impact on corporate reputation management and its interaction with social media.

Virtual assistants are increasingly used for persuasive purposes, employing the different modalities of voice and text (or a combination of the two). In this study, the authors compare the persuasiveness of voice-and text-based virtual assistants. The authors argue for perceived human-likeness and cognitive load as underlying mechanisms that can explain why voice- and text-based assistants differ in their persuasive potential by suppressing the activation of consumers' persuasion knowledge.

A pre-registered online-experiment (n = 450) implemented a text-based and two voice-based (with and without interaction history displayed in text) virtual assistants.

Findings show that, contrary to expectations, a text-based assistant is perceived as more human-like compared to a voice-based assistant (regardless of whether the interaction history is displayed), which in turn positively influences brand attitudes and purchase intention. The authors also find that voice as a communication modality can increase persuasion knowledge by being cognitively more demanding in comparison to text.

Simply using voice as a presumably human cue might not suffice to give virtual assistants a human-like appeal. For the development of virtual assistants, it might be beneficial to actively engage consumers to increase awareness of persuasion.

The current study adds to the emergent research stream considering virtual assistants in explicitly exploring modality differences between voice and text (and a combination of the two) and provides insights into the effects of persuasion coming from virtual assistants.

The objective of this study was to examine how high-social and low-social virtual live streamers affect consumers' experiential value (utilitarian value and hedonic value) and the mechanism and boundary conditions behind the effect.

The research consisted of four laboratory experiments.

The results showed that socialness has a positive significant effect on experiential value. Social presence mediated the effect of socialness on utilitarian value and hedonic value. In the relationship between socialness and experiential value, the moderating effects of communication style and situation were significant.

This study provides managerial implications for online stores about the use of virtual live streamers.

The finding of this paper extends the literature on virtual humans or avatars, enriches the literature on the characteristics of virtual humans and tests the explanatory power of social response theory.

Given the growing popularity of virtual human resources development (VHRD) in organizations and among human resource development (HRD) professionals, it is highly essential to deeply examine the nature and scope of the affective dimensions of the VHRD approach. Over the past decade, VHRD has become an important part of the HRD process.

The present study used an integrative literature review to investigate the nature of VHRD in the literature, present a descriptive analysis of the literature and categorize the existing VHRD research.

The results indicated three major themes, namely, VHRD and socialization, VHRD and learning and VHRD and the psychological characteristics of the work environment. In addition, a new conceptual model was developed based on the findings.

This study has reviewed the main concepts of VHRD. The potential actions which HRD researchers can take to address the identified challenges are discussed.

This integrative literature review could provide a roadmap for future research. Based on this model, the VHRD position is within the organizational context and different tools and processes in constant interaction are introduced. Finally, a general view of the VHRD approach was provided, which can help human resources experts deal with a wide range of technologies in the organization.

The paper aims to propose a systematic approach for human factors (HFs) automatic evaluation for entire maintenance processes in virtual environment.

First, a maintenance process information model is constructed to map real maintenance processes into computer environment. Next, based on this information model, the automatic evaluation methods for visibility, operation comfort and reachability are presented. All evaluation results are weighted and added up to establish a comprehensive HFs evaluation model. Then, the methods mentioned above are realized as an HFs evaluation module, which is integrated into virtual maintenance simulation platform, software developed by our lab.

An application in HFs evaluation of repairing hydraulic motor on container spreader is implemented, and an on-site survey is carried out. The comparison between the result from the survey and the result we get using the presented methods shows that our solution can support HFs fast assessment accurately and effectively.

Through evaluating maintenance operation processes, engineers can better analyze and validate the maintainability design of complex equipment, and some potential ergonomic issues can be found and dealt earlier.

The paper contributes to present a systematic approach to achieve HFs fast and accurate evaluation for entire maintenance processes, rather than for a few maintenance postures.

Three decades of academic and professional discourse on HR technologies (HRTs) have produced continued disagreement over construct definitions and research streams that are highly fragmented. These realities suggest that greater consistency in meanings is sorely needed if we are to integrate and upgrade knowledge in this area. This chapter draws on the findings of a systematic research review to properly define the content domains of human resource information systems (HRIS), virtual human resources (virtual HR), electronic human resource management (e-HRM), and business-to-employee (B2E) systems. An integrative synthesis was performed on 242 system-level writings that appeared in the literature from 1983 to 2017. The weight of the evidence strongly supports treating HRIS, virtual HR, e-HRM, and B2E systems as independent, complimentary constructs. While the first three comprise a firm’s HRT system, the fourth construct is more appropriately positioned in the business-collaborative system. The sample was further evaluated with an analytic framework to detect patterns of practice in research designs. This revealed that much more attention has been focused on system actions and outcomes than on attitudes and system characteristics. Different units of analysis were well represented aside from trans-organizational studies. Finally, a case is made for better contextualizing HRT research by recognizing differences in assimilation stage, functional penetration, and collective proficiency. These factors are rarely mentioned, let alone studied, raising additional concerns about measurement error. Detailed suggestions are offered on ways to incorporate them. Together, these materials should promote more sophisticated and generalizable assessments of technology, improving our ability to understand its impacts.

The purpose of this paper is to propose a relatively simple and rapid method to create a digital human model (DHM) to serve clothing industry.

Human body’s point cloud is divided into hands, foots, head and torso. Then forward modeling method is used to model hands and foots, photo modeling method is used to model head and reverse modeling method is used to model torso. After that, hands, foots, head and torso are integrated together to get a static avatar. Next, virtual skeleton is bound to the avatar. Finally, a lifelike digital human body model is created by the mixed modeling method (MMM).

In allusion to the defect of the three-dimension original data of human body, this paper presented an MMM, with which we can get a realistic digital human body model with accurate body dimensions. The DHM can well meet the needs of fashion industry.

The DHM, which is got by the MMM, can be well applied in the field of virtual try on, virtual fashion design, virtual fashion show and so on.

The originality of the paper lies in the integration of forward modeling, reverse modeling and photo modeling to present a novel method of human body modeling.