المؤثرين الافتراضين للباس العصري: العوامل التي تؤثر في النوايا السلوكية للإناث في الأردن

المؤلفون

DOI:

https://doi.org/10.35516/hum.v50i3.5420

الكلمات المفتاحية:

استخدام تقنيات الذكاء الاصطناعي، المؤثر الافتراضي، التحول الرقمي، تسويق اللباس العصري، المؤثر الافتراضي في الباس العصري

الملخص

الأهداف: يعدّ استخدام المؤثرين والمشاهير في منصات وسائل التواصل الاجتماعي من الأدوات التسويقية الفعالة عند الترويج للعلامات التجارية ولكنه لا يخلو من التحديات والآثار السلبية في المنتج في بعض الاحيان، والآن مع التقدم التكنولوجي في تقنيات الذكاء الاصطناعي، يمكن للمسوقين تجاوز هذه التحديات عن طريق استخدام المؤثرين الافتراضين في حملاتها التسويقية في وسائل التواصل الاجتماعي، ورغم ذلك، لا يوجد هناك دراسات سابقة محلية تتعلق بمعايير والسمات التي تجعل المؤثر الافتراضي virtual influencer ناجحًا، لمساعدة المسوقين على كيفية اختيار المؤثر الافتراضي الخاص بالعلامة التجارية ولذلك تهدف هذه الدراسة إلى اكتشاف سمات هؤلاء المؤثرين الافتراضيين التي تجعلهم مؤثرين في المستهلك وأثرها في نواياهم الشرائي..

المنهجية: لبناء نموذج هدفه استكشاف ما هي تلك السمات الداخلية التي تؤثر في نوايا المستهلك السلوكية، جرى توزيع 224 استبانة باستخدام طريقة أخذ العينات الملائمة وجرى استخدام نمذجة المعادلة الهيكلية(PLS) لاختبار معايير فعالية المؤثر الافتراضي في الإناث في الأردن.

النتائج: كشفت النتائج أن المحتوى الإعلامي القيم، وخلق ترابط عاطفي مع المستهلك، والخبرة المدركة للمؤثر، السمات الشبيهة بالإنسان، ودرجة اهتمام المستهلك بالموضة كانت جميعها مؤثرة بدرجات متفاوتة، ولكن قيمة المعلومات بالمحتوى الإعلامي هي الأكثر تأثيرًا على النوايا السلوكية.

الخلاصة: تساهم هذه الدراسة على فهم السمات التي تجعل المؤثرين الافتراضيين فعالين، وتقدم الدراسة إرشادات للعلامات التجارية في كيفية تحديد واستخدام المؤثرين الافتراضيين لعمل حملات تسويقية ناجحة وفعالة.

التنزيلات

بيانات التنزيل غير متوفرة بعد.

المراجع

(AMA) American Marketing Association. (2019). Virtual Influencers Are Becoming More Real—Here’s Why Brands Should Be Cautious. <https://www.ama.org/marketing-news/virtual-influencers-are-becoming-more-real-heres-why-brands-should-be-cautious/>.

Al-Emadi, F.A., & Ben Yahia, I. (2020). Ordinary celebrities related criteria to harvest fame and influence on social media. Journal of Research in Interactive Marketing, 14(2), 195-213. https://doi.org/10.1108/JRIM-02-2018-0031.

Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1). https://doi.org/10.1007/s11747-019-00695-1.

Audrezet, A., Kerviler, G.d., & Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557-569. https://doi.org/10.1016/j.jbusres.2018.07.008.

Belanche, D., Flavián, M., & Ibáñez-Sánchez, S. (2020). Followers’ reactions to influencers Instagram posts. Spanish Journal of Marketing - ESIC, 24 (1), 37-54.

Calder, B.Y., Phillips, L.W., & Tybout, A.M. (1982). The concept of external validity. Journal of Consumer Research, 9, 240-244.

Casalo, L. V., Flavian, C., & Ibaznez-Sanchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510-519. https://doi.org/10.1016/j.jbusres.2018.07.005.

Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers' purchase intention. Journal of Fashion Marketing and Management: An International Journal.

Chin, W. W., Peterson, R. A., & Brown, S. P. (2008). Structural equation modeling in marketing: Some practical reminders. The Journal of Marketing Theory and Practice, 16(4), 287–298. https://doi.org/10.2753/MTP1069- 6679160402.

Chowdhary, M. (2019). Bot Or Not? Exploring The Rise Of CGI Influencers.

Chung, S., & Cho, H. (2017). Fostering Parasocial Relationships with Celebrities on Social Media: Implications for Celebrity Endorsement. Psychology and Marketing, 34 (4), 481–495.

Cialdini, R. B. (2007). Influence: The psychology of persuasion. Revised edition. New York: Harper Collins.

Citrin, A.V., Sprott, D.E., Silverman, S.N., & Stem, D.E. (2000). Adoption of internet shopping: the role of consumer innovativeness. Industrial Management and Data Systems, 100(7), 294-300.

Cohen, J. (1988). Statistical power analysis for the behavioral sciences. (2nd ed.). Hillsdale, NJ: Erlbaum.

De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-828.

Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68,1-7. https://doi.org/10.1016/j.chb.2016.11.009.

Flynn, L. R., Goldsmith, R. E., & Eastman, J. K. (1996). Opinion leaders and opinion seekers: two new measurement scales. Journal of the Academy of Marketing Science, 24(2), 137-147.

Fornell, C., & Larcker, DF. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.

Goldsmith, R.E., & Hofacker, C.F. (1991). Measuring consumer innovativeness. Journal of the Academy of Marketing Science, 19(3), 209-221.

Goldsmith, R.E., Moore, M.A., & Beaudoin, P. (1999). Fashion innovativeness and self‐concept: a replication. Journal of Product and Brand Management, 8(1), 7 – 18.

Gonzales-Chávez, M.A., & Vila-Lopez, N. (2021). Designing the best avatar to reach millennials: gender differences in a restaurant choice. Industrial Management and Data Systems, 121 (6), 1216-1236.

Grewal, D., Hulland, J., Kopalle, P.K., & Karahanna, E. (2020). The future of technology and marketing: a multidisciplinary perspective. Journal of the Academy of Marketing Science, 48, 1–8.

Gulz, A. (2004). Benefits of virtual characters in computer-based learning environments: Claims and evidence. International Journal of Artificial Intelligence in Education, 14(3), 313–334.

Hair, J.F., Ringle, C.M., & Sarstedt, M. (2013). Partial least squares structural equation modeling: rigorous applications, better results and higher acceptance. Long Range Planning, 46 (1/2), 1-12.

Halder, D., Pradhan, D., & Roy Chaudhuri, H. (2021). Forty-five years of celebrity credibility and endorsement literature: Review and learnings. Journal of Business Research, 125, 397-415. https://doi:10.1016/j.jbusres.2020.12.031.

Harrigan, P., Daly T.M., Coussement K., Lee JA, Soutar GN, & Evers, U. (2021). Identifying influencers on social media. International Journal of Information Management, 56, 102246.

Hirshman, E.C. (1980). Innovativeness, novelty seeking, and consumer creativity. Journal of Consumer Research, 7, 283-295.

Holzwarth, M., Janiszewski, C., & Neumann, M.M. (2006). The Influence of Avatars on Online Consumer Shopping Behavior. Journal of Marketing, 70 (4), 19-36.

Jamieson, L. F., & Bass, F. M. (1989). Adjusting Stated Intention Measures to Predict Trial Purchase of Net Products: A Comparison of Models and Methods. Journal of Marketing Research, 26(3), 336–345.

Jin, S.V., Ryu, E., & Muqaddam, A. (2021). I trust what she's# endorsing on Instagram: moderating effects of parasocial interaction and social presence in fashion influencer marketing. Journal of Fashion Marketing and Management: An International Journal.

Kádeková, Z., & Holienčinova, M. (2018). Influencer marketing as a modern phenomenon creating a new frontier of virtual opportunities. Communication Today, 9(2).

Ki, C., Cuevas, L.M., Chong, S.M., & Lim, H. (2020). Influencer marketing: social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing Consumer Services, 55, 102133.

Ki, C.W.C., & Kim, Y.K. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic. Psychology and Marketing, 36(10), 905-922.

Kim, S. Y., Schmitt, B. H., & Thalmann, N. M. (2019). Eliza in the uncanny valley: anthropomorphizing consumer robots increases their perceived warmth but decreases liking. Marketing Letters, 30 (1), 1-12. https://doi: 10.1007/s11002-019-09485-9.

Klear. (2020). State of Influencer Marketing 2021. https://klear.com/2021-state-of-influencer-marketing.pdf.

Ladhari, R., Massa, E., & Skandrani, H. (2020). Youtube vloggers’ popularity and influence: the roles of homophily, emotional attachment, and expertise. Journal of Retailing and Consumers Services, 54, 1–11. https://doi.org/10.1016/j.jretconser.2019.102027.

Liljander, V., Gummerus, J., & Soderlund, M. (2015). Young consumers’ responses to suspected covert and overt blog marketing’. Internet Research, 25 (4), 610–632. https:// doi.org/10.1108/IntR-02-2014-0041.

Lin, Y.-T., Doong, H.-S., & Eisingerich, A. B. (2020). Avatar Design of Virtual Salespeople: Mitigation of Recommendation Conflicts. Journal of Service Research, 24 (1), 141-159. https://doi.org/10.1177/1094670520964872.

McQuarrie, E.F., & Phillips, B.J. (2014). The megaphone effect in social media: How ordinary consumers become style leaders. GfK Marketing Intelligence Review, 6(2), 16-20.

Midgley, D.F., & Dowling, G.R. (1978). Innovativeness; the concept and its measurement. Journal of Consumer Research, 4, 229-242.

Moon, Y. (2000). Intimate Exchanges: Using Computers to Elicit Self-Disclosure from Consumers. Journal of Consumer Research, 26(4), 323–339.

Moustakas, E., Lamba, N., Mahmoud, D., & Ranganathan, C. (2020). Blurring lines between fiction and reality: Perspectives of experts on marketing effectiveness of virtual influencers. In 2020 International Conference on Cyber Security and Protection of Digital Services (Cyber Security), 1-6.

O'Cass, A. (2004). Fashion clothing consumption: antecedents and consequences of fashion clothing involvement. European journal of Marketing, 38(7), 869-881

Ong, T. (2020). Bloomberg - Are you a robot?. https://www.bloomberg.com/news/features/2020-10-29/lil-miquela-lol-s-seraphine-virtual-influencers-make-more-real-money-than-ever.

Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Lacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1–17. https://doi.org/10.1509/jmkg.74.6.1.

Park, H., & Kim, Y.-K. (2016). Proactive versus reactive apparel brands in sustainability: influences on brand loyalty. Journal of Retailing and Consumer Services, Pergamon, 29, 114-122.

Piehler, R., Schade, M., Sinnig, J., & Burmann, C. (2021). Traditional or ‘instafamous’ celebrity? Role of origin of fame in social media influencer marketing. Journal of Strategic Marketing, 1-13.

Riedl, R., Mohr, P. N., Kenning, P. H., Davis, F. D., & Heekeren, H. R. (2014). Trusting humans and avatars: A brain imaging study based on evolution theory. Journal of Management Information Systems, 30 (4), 83-114.

Sands, S., Campbell, C.L., Plangger, K., & Ferraro, C. (2022). Unreal influence: leveraging AI in influencer marketing. European Journal of Marketing.

Schouten, A.P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International journal of advertising, 39(2), 258-281.

Schroeder, N. L., Yang, F., Banerjee, T., Romine, W. L., & Craig, S. D. (2018). The influence of learners’ perceptions of a virtual human on learning transfer. Computers and Education, 126, 170–182.

Shin, J., & Lee, S. (2020). Intimacy Between Actual Users and Virtual Agents: Interaction through ‘likes’ and ‘comments. 14th International Conference on Ubiquitous Information Management and Communication (IMCOM), 1–4. https://doi.org/10.1109/IMCOM48794.2020.9001810.

Silva, E. S. and Bonetti, F. (2021) Digital humans in fashion: Will consumers interact?. Journal of Retailing and Consumer Services, 60. doi: 10.1016/j.jretconser.2020.102430.

Statista. (2021). Global influencer marketing platform market size 2027. https://www.statista.com/statistics/1036560/global-influencer-marketing-platform-market-size/

Stock, R.M., & Merkle, M. (2018). Can humanoid service robots perform better than service employees? A comparison of innovative behavior cues. Proceedings of the 51st Hawaii International Conference on System Sciences, 3-6, 1056-1065.

Stroessner, S. J., & Benitez, J. (2019). The social perception of humanoid and nonhumanoid robots: Effects of gendered and machinelike features. International Journal of Social Robotics, 11 (2), 305–315. https://doi.org/10.1007/s12369-018-0502-7.

Thomas, V.L. and Fowler, K. (2021). Close encounters of the AI kind: Use of AI influencers as Brand endorsers. Journal of Advertising, 50(1), 11-25.

Thomson, M. (2006). Human Brands: Investigating Antecedents to Consumers’ Strong Attachments to Celebrities. Journal of Marketing, 70(3), 104–119. http://dx.doi.org/10.1509/jmkg.70.3.104.

Van Doorn, J., Mende, M., Noble, S. M., Hulland, J., Ostrom, A. L., Grewal, D., & Petersen, J. A. (2017). Domo arigato Mr. Roboto: Emergence of automated social presence in organizational frontlines and customers’ service experiences. Journal of Service Research, 20(1), 43–58.

Yin, R. (1994). Case study research: Design and methods. (2nd ed.). Beverly Hills, CA: Sage Publishing,

التنزيلات

منشور

2023-05-30

كيفية الاقتباس

Almasri , Y. . (2023). المؤثرين الافتراضين للباس العصري: العوامل التي تؤثر في النوايا السلوكية للإناث في الأردن. دراسات: العلوم الإنسانية والاجتماعية, 50(3), 390–402. https://doi.org/10.35516/hum.v50i3.5420

إصدار

القسم

أبحاث