Beskrivelse
Although most social media influencer marketing campaigns are done in collaboration with real-life influencers, the use of virtual influencers, and especially computer-generated imagery (CGI) influencers, is increasingly popular. Yet, little is known about how consumers respond to the social media communications of CGI 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 CGI 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 reallife influencers, messages focusing on hedonic (cf. utilitarian) product attributes improve consumer responses to posts shared by CGI influencers. Perceived creepiness and trustworthiness as well as social presence of communications are defined as mediators explaining individual campaigns’ impacts on brand attitudes. Notably, posts shared by CGI influencers evoke higher creepiness, explaining likely reasons behind more negative responses to CGI (cf. real-life) influencer marketing. This pilot study provides a foundation for a largerscale study, which will also address the development of consumer-CGI influencer relationships over time.Keywords: Influencer marketing, virtual influencers, social media marketing, product attributes
| Periode | 17 maj 2023 |
|---|---|
| Begivenhedstitel | Academy of Marketing Science Annual Conference 2023 : Welcome to the New Normal: Life After the Chaos |
| Begivenhedstype | Konference |
| Placering | New Orleans, USA, LouisianaVis på kort |