Is She Real? Leveraging Real-Life and Virtual Influencer Marketing in Brand Communications

Valeria Penttinen, Simone Lykke Tranholm Mouritzen*, Susanne Pedersen

*Motsvarande författare för detta arbete

Forskningsoutput: Kapitel i bok/rapport/konferenshandlingKapitelVetenskapligPeer review

Sammanfattning

Although most social media influencer marketing campaigns are done in collaboration with real-life influencers, the use of virtual influencers is increasingly popular. Yet, little is known about how consumers respond to the social media communications of virtual influencers, and how brands can leverage this new type of influencers in their social media marketing campaigns. This pilot study examines consumers’ attitudes toward brands in response to influencer marketing campaigns involving real-life and virtual influencers across two types of promotional messages focusing on either hedonic or utilitarian product values. The outcomes of the pilot study show that while consumers generally have more favorable perceptions associated with communications of real-life influencers, messages focusing on hedonic (cf. Utilitarian) product attributes improve consumer responses to posts shared by virtual influencers. Perceived creepiness and trustworthiness as well as the social presence of communications are defined as mediators explaining individual campaigns’ impacts on brand attitudes. Notably, posts shared by virtual influencers evoke higher creepiness, explaining likely reasons behind more negative responses to virtual (cf. Real-life) influencer marketing.

OriginalspråkEngelska
Titel på värdpublikationDevelopments in Marketing Science : Proceedings of the Academy of Marketing Science
Antal sidor12
FörlagSpringer Nature Switzerland AG
Utgivningsdatum2024
Sidor32-43
DOI
StatusPublicerad - 2024
MoE-publikationstypA3 Del av bok eller annat samlingsverk

Publikationsserier

NamnDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
VolymPart F2055
ISSN (tryckt)2363-6165
ISSN (elektroniskt)2363-6173

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