Seeing brands as humans: Development and validation of a brand anthropomorphism scale
Brand anthropomorphism is recognised as an important construct in marketing, yet it lacks
clarity in operationalisation and valid measurement. The objective of this research, therefore …
clarity in operationalisation and valid measurement. The objective of this research, therefore …
Human versus virtual influencer: The effect of humanness and interactivity on persuasive CSR messaging
Virtual influencers (VIs) are computer-generated avatars whose purpose is to exert
influences on social media. The unique features of VIs have the potential to overcome …
influences on social media. The unique features of VIs have the potential to overcome …
Measuring consumer-perceived humanness of online organizational agents
As organizations increasingly adopt artificial intelligence (AI) systems for their online
communication with publics, conceptualizing and operationalizing perceived humanness …
communication with publics, conceptualizing and operationalizing perceived humanness …
Are they humans or are they robots? The effect of virtual influencer disclosure on brand trust
The increased prevalence of social media has led brands to utilize influencers for product
endorsements and influence consumer perceptions. Among these influencers, virtual …
endorsements and influence consumer perceptions. Among these influencers, virtual …
Anthropomorphism in CSR endorsement: A comparative study on humanlike vs. cartoonlike virtual influencers' climate change messaging
In recent years, a new form of influencer marketing, led by virtual ambassadors has
appeared. Motivated by virtual influencers'(VI) potentials as corporate social responsibility …
appeared. Motivated by virtual influencers'(VI) potentials as corporate social responsibility …
[HTML][HTML] Advocacy messages about climate and health are more effective when they include information about risks, solutions, and a normative appeal: evidence from …
Previous research has shown that providing information about the health consequences of
climate change can increase climate change issue engagement and support for mitigation …
climate change can increase climate change issue engagement and support for mitigation …
The effect of disease anthropomorphism on compliance with health recommendations
L Wang, M Touré-Tillery, AL McGill - Journal of the Academy of Marketing …, 2023 - Springer
The present article examines how disease anthropomorphism affects compliance with
recommendations for preventing the disease. We find that consumers are more likely to …
recommendations for preventing the disease. We find that consumers are more likely to …
Why do consumers with social phobia prefer anthropomorphic customer service chatbots? Evolutionary explanations of the moderating roles of social phobia
Drawing from evolutionary psychology of anthropomorphism and social phobia, two
between-subjects experiments examined the effects of different types of customer service …
between-subjects experiments examined the effects of different types of customer service …
Cuteness or coolness—how does different anthropomorphic brand image accelerate consumers' willingness to buy green products?
Y Lu, Y Liu, L Tao, S Ye - Frontiers in Psychology, 2021 - frontiersin.org
Green consumption is an important component of environmental protection behavior. The
behaviors of individual consumers are having unprecedented impacts on the sustainable …
behaviors of individual consumers are having unprecedented impacts on the sustainable …
Pup-ularity contest: The advertising practices of popular animal influencers on Instagram
Given the rise of online influencers, this research aims to analyze non-human social media
influencers. Using a qualitative in-depth content analysis of Instagram images and captions …
influencers. Using a qualitative in-depth content analysis of Instagram images and captions …