{"title":"不喜欢他们,但接受他们说的话:虚拟影响者在公益广告中的效果","authors":"Zichuan Mo, Meihan Zhou","doi":"10.3390/jtaer19030110","DOIUrl":null,"url":null,"abstract":"Despite the growing use of virtual influencers in communicating public service announcements (PSAs), their PSA communication effectiveness remains underexplored. Virtual influencers are digital entities who generate content on social media to establish a digital identity and personal brand. This research examines the effectiveness of virtual (vs. human) influencers in conveying PSAs, focusing on consumers’ attitudes toward the influencers and their acceptance of PSA messages. Three experimental studies (N = 1429) spanning different cultural contexts reveal that consumers hold a less favorable attitude toward virtual (vs. human) influencers who post PSAs. Nevertheless, virtual influencers are equally effective as human influencers in influencing consumers’ acceptance of PSA messages. Dual-mediation processes involving mind perception and novelty perception are identified. Furthermore, we find that incorporating emotional appeal can enhance the effectiveness of virtual (vs. human) influencers’ PSA communications. These findings contribute to the literature on virtual influencer marketing and PSA marketing, offering practical insights for leveraging virtual influencers in PSA campaigns.","PeriodicalId":46198,"journal":{"name":"Journal of Theoretical and Applied Electronic Commerce Research","volume":null,"pages":null},"PeriodicalIF":5.1000,"publicationDate":"2024-09-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Don’t Like Them but Take What They Said: The Effectiveness of Virtual Influencers in Public Service Announcements\",\"authors\":\"Zichuan Mo, Meihan Zhou\",\"doi\":\"10.3390/jtaer19030110\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Despite the growing use of virtual influencers in communicating public service announcements (PSAs), their PSA communication effectiveness remains underexplored. Virtual influencers are digital entities who generate content on social media to establish a digital identity and personal brand. This research examines the effectiveness of virtual (vs. human) influencers in conveying PSAs, focusing on consumers’ attitudes toward the influencers and their acceptance of PSA messages. Three experimental studies (N = 1429) spanning different cultural contexts reveal that consumers hold a less favorable attitude toward virtual (vs. human) influencers who post PSAs. Nevertheless, virtual influencers are equally effective as human influencers in influencing consumers’ acceptance of PSA messages. Dual-mediation processes involving mind perception and novelty perception are identified. Furthermore, we find that incorporating emotional appeal can enhance the effectiveness of virtual (vs. human) influencers’ PSA communications. These findings contribute to the literature on virtual influencer marketing and PSA marketing, offering practical insights for leveraging virtual influencers in PSA campaigns.\",\"PeriodicalId\":46198,\"journal\":{\"name\":\"Journal of Theoretical and Applied Electronic Commerce Research\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":5.1000,\"publicationDate\":\"2024-09-05\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Theoretical and Applied Electronic Commerce Research\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.3390/jtaer19030110\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Theoretical and Applied Electronic Commerce Research","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.3390/jtaer19030110","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
Don’t Like Them but Take What They Said: The Effectiveness of Virtual Influencers in Public Service Announcements
Despite the growing use of virtual influencers in communicating public service announcements (PSAs), their PSA communication effectiveness remains underexplored. Virtual influencers are digital entities who generate content on social media to establish a digital identity and personal brand. This research examines the effectiveness of virtual (vs. human) influencers in conveying PSAs, focusing on consumers’ attitudes toward the influencers and their acceptance of PSA messages. Three experimental studies (N = 1429) spanning different cultural contexts reveal that consumers hold a less favorable attitude toward virtual (vs. human) influencers who post PSAs. Nevertheless, virtual influencers are equally effective as human influencers in influencing consumers’ acceptance of PSA messages. Dual-mediation processes involving mind perception and novelty perception are identified. Furthermore, we find that incorporating emotional appeal can enhance the effectiveness of virtual (vs. human) influencers’ PSA communications. These findings contribute to the literature on virtual influencer marketing and PSA marketing, offering practical insights for leveraging virtual influencers in PSA campaigns.
期刊介绍:
The Journal of Theoretical and Applied Electronic Commerce Research (JTAER) has been created to allow researchers, academicians and other professionals an agile and flexible channel of communication in which to share and debate new ideas and emerging technologies concerned with this rapidly evolving field. Business practices, social, cultural and legal concerns, personal privacy and security, communications technologies, mobile connectivity are among the important elements of electronic commerce and are becoming ever more relevant in everyday life. JTAER will assist in extending and improving the use of electronic commerce for the benefit of our society.