Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/146349
|
| Title: | 吸引力--真人影響者比虛擬影響者立於不敗之地的關鍵因素
Attractiveness - The key behind the success of human influencers over their virtual counterparts |
| Authors: | 武明善
Vo, Minh-Thien |
| Contributors: | 鄭濬浩
Prof. Chung, June-ho
武明善
Vo, Minh-Thien |
| Keywords: | 社會媒體影響者
虛擬影響者
吸引力
消費者態度
社交媒體參與度
Social media influencers
Virtual influencers
Attractiveness
Consumer attitude
Social media engagement |
| Date: | 2023 |
| Issue Date: | 2023-08-02 13:15:02 (UTC+8) |
| Abstract: | 近年來，社交媒體已經成為一個強大的溝通、信息傳播和影響者營銷平台。隨著 社交媒體影響者，包括真人和虛擬形象的不斷增多，審視他們對用戶參與度和態度的 影響變得至關重要。社交媒體影響者可以廣泛分為兩類:真人影響者，即具有大量追 隨者的真實個體;虛擬影響者，即設計成類似於人類實體的計算機生成角色。本研究 採用混合研究方法，結合對 70 個 Instagram 個人資料的數據分析和後續實驗研究，全 面分析了兩類影響者對社交媒體參與度和消費者態度的影響。在第一項研究中，與類 似的虛擬影響者相比，真人影響者的參與度明顯更高。第二項研究通過吸引力證實了 消費者對這兩類影響者的參與意圖和態度差異的機制。本研究為影響者營銷文獻做出 了貢獻，並向營銷從業者提供了在不斷演變的數字環境中吸引受眾和改善消費者態度 的最佳策略的信息。
In recent years, social media has emerged as a powerful platform for communication, information dissemination, and influencer marketing. With the proliferation of social media influencers, both human and virtual, it is crucial to examine their impact on user engagement and attitudes. Social media influencers can be broadly classified into two categories: human influencers, who are real individuals with a substantial following, and virtual influencers, who are computer-generated characters designed to appear as human-like entities. This study employs a mixed methodological approach, combining an analysis of the data scraped from 70 Instagram profiles and a follow-up a 2x1 between-subjects design experimental study, to comprehensively analyze the effects of two types of influencers on social media engagement and consumer attitudes. In study 1, human influencers were revealed to receive a significantly higher engagement rate than their virtual counterparts. Through a process of exploratory factor analysis, confirmatory factor analysis, independent t-tests, and PROCESS macro models 4, study 2 confirmed the mechanism behind the difference in the engagement intention the consumers have toward these two influencer types, and it was channeled through the influencers’ attractiveness. This research contributes to the influencer marketing literature and informs marketing practitioners about the best strategies to engage audiences and improve consumer attitudes in the evolving digital landscape. |
| Reference: | Appel, G., Grewal, L., Hadi, R., and Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1
Argyris, Y. A., Wang, Z., Kim, Y., and Yin, Z. (2020). The effects of visual congruence on increasing consumers’ brand engagement: An empirical investigation of influencer marketing on instagram using deep-learning algorithms for automatic image classification. Computers in Human Behavior, 112, 106443. https://doi.org/10.1016/j.chb.2020.106443
Arsenyan, J., and Mirowska, A. (2021). Almost human? A comparative case study on the social media presence of virtual influencers. International Journal of Human-computer Studies, 155, 102694. https://doi.org/10.1016/j.ijhcs.2021.102694
Aslam, S. (2020). Instagram by the numbers: Stats, demographics and fun facts. Omnicore. https://www.omnicoreagency.com/instagram-statistics/
Baker, M. J., and Churchill, G. A. (1977). The Impact of Physically Attractive Models on Advertising Evaluations. Journal of Marketing Research, 14(4), 538. https://doi.org/10.2307/3151194
Bakhshi, B., Shamma, D. A., and Gilbert, E. (2014). Faces Engage Us: Photos with Faces Attract More Likes and Comments on Instagram. Proceedings of the SIGCHI Conference on Human Factors in Computing Systems (CHI’14), Toronto, 26 April-1 May 2014, 965- 974. http://dx.doi.org/10.1145/2556288.2557403
Baklanov, N. (2019, November 14). The top Instagram virtual influencers in 2019. Hype Auditor. https:// hypeauditor.com/blog/the-top-instagram-virtual- influencers-in-2019/
Barker, S. (2019, Mar.8). CGI infuencers: Just another fad or the next big thing on social media?. medium. https://medium.com/swlh/cgi-influencers-just-another-fad-or-the- next-big-thing-on-social-media-118704400954
׳Beer, J. M., Smarr, C., Fisk, A. D., and Rogers, W. A. (2015). Younger and older users recognition of virtual agent facial expressions. International Journal of Human-computer Studies, 75, 1–20. https://doi.org/10.1016/j.ijhcs.2014.11.005
Bendoni, W., and Danielian, F. (2019). The Future Of Influencer Marketing In The Digital Age Of Virtual Influencers. Global Fashion Management Conference Proceeding, 2019, 604–607. https://doi.org/10.15444/gfmc2019.06.02.01
Block, E., and Lovegrove, R. (2021). Discordant storytelling, ‘honest fakery’, identity peddling: How uncanny CGI characters are jamming public relations and influencer practices. Public Relations Inquiry, 10(3), 265–293. https://doi.org/10.1177/2046147x211026936
Brodie, R. J., Ilic, A. A., Juric, B., and Hollebeek, L. D. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114. https://doi.org/10.1016/j.jbusres.2011.07.029
Brown, D., and Hayes, N. (2008). Influencer Marketing. In Routledge eBooks. https://doi.org/10.4324/9780080557700
Buunk, A. P., and Massar, K. (2012). Intrasexual competition among males: Competitive towards men, prosocial towards women. Personality and Individual Differences, 52(7), 818–821. https://doi.org/10.1016/j.paid.2012.01.010
Campbell, C., and Farrell, J. R. (2020). More than Meets the eye: the Functional Components Underlying Influencer Marketing. Business Horizons, 63(4), 469–479. https://doi.org/10.1016/j.bushor.2020.03.003
Cao, D., Meadows, M., Wong, D., and Xia, S. (2021). Understanding consumers’ social media engagement behaviour: An examination of the moderation effect of social media context. Journal of Business Research, 122, 835–846. https://doi.org/10.1016/j.jbusres.2020.06.025
Chen, J. (2020). Important Instagram stats you need to know for 2020. Sprout social. https://sproutsocial.com/insights/instagram-stats/
Chowdhary, Mukta. (2019, Mar. 13). How the humans behind CGI infuencers need to adapt to consumer needs. Adweek. https://www.adweek.com/performance-marketing/how-the- humans-behind-cgi- infuencers-need-to-adapt-to-consumer-needs/
Chiu, C. L., and Ho, H. (2023). Impact of Celebrity, Micro-Celebrity, and Virtual Influencers on Chinese Gen Z’s Purchase Intention Through Social Media. SAGE Open, 13(1), 215824402311640. https://doi.org/10.1177/21582440231164034
Choudhry, A., Han, J., Xu, X., and Huang, Y. (2022). “I Felt a Little Crazy Following a ‘Doll.’” Proceedings of the ACM on Human-computer Interaction, 6(GROUP), 1–28. https://doi.org/10.1145/3492862
Coelho, R. M., De Oliveira, D. H. I. P., and De Almeida, M. B. (2016). Does social media matter for post typology? Impact of post content on Facebook and Instagram metrics. Online Information Review, 40(4), 458–471. https://doi.org/10.1108/oir-06-2015-0176
Cuevas-Molano, E., Matosas-López, L., and Bravo, C. B. (2021). Factors Increasing Consumer Engagement of Branded Content in Instagram. IEEE Access, 9, 143531–143548. https://doi.org/10.1109/access.2021.3121186
Cvijikj, I. P., and Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), 843–861. https://doi.org/10.1007/s13278- 013-0098-8
Da Silva Oliveira, A. C., and Chimenti, P. (2021). “Humanized Robots”: A Proposition of Categories to Understand Virtual Influencers. Australasian Journal of Information Systems, 25. https://doi.org/10.3127/ajis.v25i0.3223
Dasgupta, S. and Kothari, R. (2018) ‘The impact of digital word-of-mouth communication on consumer decision-making processes: with special reference to fashion apparel industry’, Holistic Approaches to Brand Culture and Communication Across Industries, pp.176– 198, IGI Global.
De Brito Silva, M., De Farias, S. A., Kovacs, M. H., and De Lourdes De Azevedo Barbosa, M. (2020). Online Engagement and the Role of Digital Influencers in Product Endorsement on Instagram. Journal of Relationship Marketing, 19(2), 133–163. https://doi.org/10.1080/15332667.2019.1664872
De Veirman, M., Cauberghe, V., and 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. https://doi.org/10.1080/02650487.2017.1348035
Ding, Q., Zhang, Y., Wei, H., Huang, F., and Zhou, Z. (2017). Passive social network site use and subjective well-being among Chinese university students: A moderated mediation model of envy and gender. Personality and Individual Differences, 113, 142–146. https://doi.org/10.1016/j.paid.2017.03.027
Dhanesh, G.S. (2017). Social media and the rise of visual rhetoric: implications for public relations theory and practice. In Bridgen, E. and Vercic, D. (Eds), Experiencing Public Relations, Routledge, New York, NY, pp. 137-150.
Ellegaard, C. (2012). Interpersonal attraction in buyer–supplier relationships: A cyclical model rooted in social psychology. Industrial Marketing Management, 41(8), 1219–1227. https://doi.org/10.1016/j.indmarman.2012.10.006
Erdogan, B. Z. (1999). Celebrity Endorsement: A Literature Review. Journal of Marketing Management, 15(4), 291–314. https://doi.org/10.1362/026725799784870379
Erkan, I. (2015). Electronic Word of Mouth on Instagram: Customers’ Engagements with Brands in Different Sectors. The International Journal of Management, 2(12), 1435– 1444. https://www.ijmae.com/article_117757_2ba2a2247329b2237b62700731c4230d.pdf
Faddoul, G., and Chatterjee, S. (2020). A Quantitative Measurement Model for Persuasive Technologies Using Storytelling via a Virtual Narrator. International Journal of Human- computer Interaction, 36(17), 1585–1604. https://doi.org/10.1080/10447318.2020.1768670
Faer, L. M., Hendriks, A., Abed, R. T., and Figueredo, A. J. (2005). The evolutionary psychology of eating disorders: Female competition for mates or for status? British Journal of Medical Psychology, 78(3), 397–417. https://doi.org/10.1348/147608305x42929
Felnhofer, A., Kaufmann, M., Atteneder, K., Kafka, J. X., Hlavacs, H., Beutl, L., Hennig-Fast, K., and Kothgassner, O. D. (2019). The mere presence of an attentive and emotionally responsive virtual character influences focus of attention and perceived stress. International Journal of Human-computer Studies, 132, 45–51. https://doi.org/10.1016/j.ijhcs.2019.07.010
Fisher, M. L., and Cox, A. R. (2011). Four strategies used during intrasexual competition for mates. Personal Relationships, 18(1), 20–38. https://doi.org/10.1111/j.1475- 6811.2010.01307.x
Park, G., Nan, D., Park, E., Kim, K. J., Han, J., and del Pobil, A. P. (2021). Computers as Social Actors? Examining How Users Perceive and Interact with Virtual Influencers on Social Media. IEEE Xplore. https://doi.org/10.1109/IMCOM51814.2021.9377397
Geyser, W. (2022, Jul. 29). The State of Influencer Marketing 2021: Benchmark Report. Influencer Marketing Hub. https://influencermarketinghub.com/influencer-marketing- benchmark-report-2021/
Gong, X. (2015). Strategic Customer Engagement on Instagram: A Case of Global Business to Customer(B2C) Brands. LAP Lambert Academic Publishing.
Gräve, J.-F. (2017). Exploring the perception of influencers vs. traditional celebrities: Are social media stars a new type of endorser? #SMSociety17: Proceedings of the 8th International Conference on Social Media and Society (pp. 1-5). New York, NY, United States: Association for Computing Machinery.
Hakimi, B.Y. and Abedniy, A. and Zaeim, M.N.. (2011). Investigate the impact of celebrity endorsement on brand image. European Journal of Scientific Research. 58. 116-132.
Hanus, M., and Fox, J. (2015). Persuasive avatars: The effects of customizing a virtual salesperson׳s appearance on brand liking and purchase intentions. International Journal of Human-computer Studies, 84, 33–40. https://doi.org/10.1016/j.ijhcs.2015.07.004
Haslam, N. (2006). Dehumanization: An Integrative Review. Personality and Social Psychology Review, 10(3), 252–264. https://doi.org/10.1207/s15327957pspr1003_4
Hayes, A.F. (2017) Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach. Guilford Press, New York.
Hill, Carley. (2023, Mar. 23). The Instagram algorithm: How it works and strategies for 2023. Sprout social. https://sproutsocial.com/insights/instagram-algorithm/
Hollebeek, L. D. (2011). Exploring customer brand engagement: definition and themes. Journal of Strategic Marketing, 19(7), 555–573. https://doi.org/10.1080/0965254x.2011.599493
Hollebeek, L. D., Glynn, M. S., and Brodie, R. J. (2014). Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002
Hong, L., Dan, O., and Davison, B. D. (2011). Predicting popular messages in Twitter. https://doi.org/10.1145/1963192.1963222
Hovland, C. I., and Weiss, W. (1951). The Influence of Source Credibility on Communication Effectiveness. Public Opinion Quarterly, 15(4), 635. https://doi.org/10.1086/266350
Hughes, C., Swaminathan, V., and Brooks, G. (2019). Driving Brand Engagement Through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns. Journal of Marketing, 83(5), 78–96. https://doi.org/10.1177/0022242919854374
Hwang, K., and Zhang, Q. (2018). Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior, 87, 155–173. https://doi.org/10.1016/j.chb.2018.05.029
Jin, S. A., and Muqaddam, A. (2018). “Narcissism 2.0! Would narcissists follow fellow narcissists on Instagram?” the mediating effects of narcissists personality similarity and envy, and the moderating effects of popularity. Computers in Human Behavior, 81, 31– 41. https://doi.org/10.1016/j.chb.2017.11.042
Jin, S. A., and Ryu, E. (2020). “I’ll buy what she’s #wearing”: The roles of envy toward and parasocial interaction with influencers in Instagram celebrity-based brand endorsement and social commerce. Journal of Retailing and Consumer Services, 55, 102121.
https://doi.org/10.1016/j.jretconser.2020.102121
Johnson, B. D., Potocki, B., and Veldhuis, J. (2019). Is That My Friend or an Advert? The
Effectiveness of Instagram Native Advertisements Posing as Social Posts. Journal of Computer-Mediated Communication, 24(3), 108–125. https://doi.org/10.1093/jcmc/zmz003
Jones, A., and Lee, S. H. (2021). Factors Influencing Engagement in Fashion Brands’ Instagram Posts. Fashion Practice, 14(1), 99–123. https://doi.org/10.1080/17569370.2021.1938820
Kádeková, Z., and Holienčinová, M. (2018). Influencer Marketing as a Modern Phenomenon Creating a New Frontier of Virtual Opportunities. Communication Today, 9(2). http://cejsh.icm.edu.pl/cejsh/element/bwmeta1.element.cejsh-29ccb3e1-8052-4f82- b9f7-b61b1a58fe21
Karaila, J. (2021). The role of social media influencer characteristics on consumer behaviour. [Bachelorr’s thesis, Aalto university, School of Business]. Mikkeli. https://aaltodoc.aalto.fi/bitstream/handle/123456789/107293/bachelor_Karaila_Juulia_ 2021.pdf?sequence=1andisAllowed=y
Debevec, K. and Kernan, J. B. (1984), More Evidence on the Effects of a Presenter`s Attractiveness Some Cognitive, Affective, and Behavioral Consequences, in NA - Advances in Consumer Research Volume 11, eds. Thomas C. Kinnear, Provo, UT : Association for Consumer Research, Pages: 127-132.
Khamis, S., Ang, L., and Welling, R. (2017). Self-branding, ‘micro-celebrity’ and the rise of Social Media Influencers. Celebrity Studies, 8(2), 191–208. https://doi.org/10.1080/19392397.2016.1218292
Khan, R., and Sutcliffe, A. (2014). Attractive Agents Are More Persuasive. International Journal of Human-computer Interaction, 30(2), 142–150. https://doi.org/10.1080/10447318.2013.839904
Khobzi, H., and Teimourpour, B. (2015). LCP segmentation: A framework for evaluation of user engagement in online social networks. Computers in Human Behavior, 50, 101–107. https://doi.org/10.1016/j.chb.2015.03.080
Kramer, S. D. (2018, Oct. 10). The impact of influencer marketing on consumers. LinkedIn. https:// www.linkedin.com/pulse/impact-influencer-marketing- consumers-shelly- demotte-kramer/
Lee, J. Y. (2022). Whose message is more powerful? comparing the effect of virtual influencers and human celebrities on social media persuasion depending on perceived source characteristics and nutrition of instagram food messages (Order No. 29998935). Available from ProQuest Dissertations and Theses AandI; ProQuest Dissertations and Theses Global. (2771714112). Retrieved from https://proxyone.lib.nccu.edu.tw/login?url=https://www.proquest.com/dissertations- theses/whose-message-is-more-powerful-comparing-effect/docview/2771714112/se-2
Li, J. (2015). The benefit of being physically present: A survey of experimental works comparing copresent robots, telepresent robots and virtual agents. International Journal of Human-computer Studies, 77, 23–37. https://doi.org/10.1016/j.ijhcs.2015.01.001
Lim, X. J., Radzol, A. R. B. M., Cheah, J., and Wong, M. W. (2017). The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude. Asian Journal of Business Research, 7(2). https://doi.org/10.14707/ajbr.170035
Lima, V. M., Irigaray, H. a. R., and Lourenco, C. (2019). Consumer engagement on social media: insights from a virtual brand community. Qualitative Market Research: An International Journal, 22(1), 14–32. https://doi.org/10.1108/qmr-02-2017-0059
Lou, C., and Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
Macarthy, A. (2018). 500 Social Media Marketing Tips: Essential Advice, Hints and Strategy for Business: Facebook, Twitter, Pinterest, Google+, YouTube, Instagram, LinkedIn, and More! Createspace Independent Publishing Platform.
MacDorman, K. F. (2019). In the uncanny valley, transportation predicts narrative enjoyment more than empathy, but only for the tragic hero. Computers in Human Behavior, 94, 140– 153. https://doi.org/10.1016/j.chb.2019.01.011
Mandler, T., and Bartsch, F. (2021). #Instafame: exploring the endorsement effectiveness of influencers compared to celebrities. International Journal of Advertising, 41(4), 591– 622. https://doi.org/10.1080/02650487.2021.1987041
McCracken, G. D. (1989). Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16(3), 310. https://doi.org/10.1086/209217
McCroskey, J. C., and McCain, T. A. (1974). The measurement of interpersonal attraction. Speech Monographs, 41(3), 261–266. https://doi.org/10.1080/03637757409375845
Mersey, R. D., Malthouse, E. C., and Calder, B. J. (2010). Engagement with Online Media. Journal of Media Business Studies, 7(2), 39–56. https://doi.org/10.1080/16522354.2010.11073506
Moustakas, E., Lamba, N., Mahmoud, D. G., and Ranganathan, C. (2020). Blurring lines between fiction and reality: Perspectives of experts on marketing effectiveness of virtual influencers. https://doi.org/10.1109/cybersecurity49315.2020.9138861
Muntinga, D. G., Moorman, M., and Smit, E. G. (2011). Introducing COBRAs. International Journal of Advertising, 30(1), 13–46. https://doi.org/10.2501/ija-30-1-013-046
Nissen, A., Conrad, C., and Newman, A. (2023). Are You Human? Investigating the Perceptions and Evaluations of Virtual Versus Human Instagram Influencers. https://doi.org/10.1145/3544548.3580943
Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19(3), 39–52. http://www.jstor.org/stable/4188769
Pedroni, M., Sádaba, T., and SanMiguel, P. (2017). Is the Golden Era of Fashion Blogs Over? An Analysis of the Italian and Spanish. Fields of Fashion Blogging. Fashion Tales Feeding the Imaginary, 105-124.
Petty, R.E. and Cacioppo, J.T. (1981) Attitudes and Persuasion: Classic and Contemporary Approaches. William C. Brown, Dubuque.
Pradhan, B., Kishore, K., and Gokhale, N. (2023). Social Media Influencers and Consumer Engagement: A Review and Future Research Agenda. International Journal of Consumer Studies. https://doi.org/10.1111/ijcs.12901
Robinson, B. (2020). Towards an Ontology and Ethics of Virtual Influencers. Australasian Journal of Information Systems, 24. https://doi.org/10.3127/ajis.v24i0.2807
Rutter, R., Barnes, S. J., Roper, S., Nadeau, J., and Lettice, F. (2021). Social media influencers, product placement and network engagement: using AI image analysis to empirically test relationships. Industrial Management and Data Systems, 121(12), 2387–2410. https://doi.org/10.1108/imds-02-2021-0093
Sabate, F., Berbegal-Mirabent, J., Cañabate, A., and Lebherz, P. R. (2014). Factors influencing popularity of branded content in Facebook fan pages. European Management Journal, 32(6), 1001–1011. https://doi.org/10.1016/j.emj.2014.05.001
Sands, S., Campbell, C., Plangger, K., and Ferraro, C. (2022). Unreal influence: leveraging AI in influencer marketing. European Journal of Marketing, 56(6), 1721–1747. https://doi.org/10.1108/ejm-12-2019-0949
Sands, S., Ferraro, C., Demsar, V., and Chandler, G. (2022). False idols: Unpacking the opportunities and challenges of falsity in the context of virtual influencers. Business Horizons, 65(6), 777–788. https://doi.org/10.1016/j.bushor.2022.08.002
Scarpi, D., Pizzi, G., and Raggiotto, F. (2019). The extraordinary attraction of being ordinary: A moderated mediation model of purchase for prototypical products. Journal of Retailing and Consumer Services, 49, 267–278. https://doi.org/10.1016/j.jretconser.2019.03.006
Schouten, A. P., Janssen, L., and 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. https://doi.org/10.1080/02650487.2019.1634898
Segev, N., Avigdor, N., and Avigdor, E. (2018). Measuring Influence on Instagram. https://doi.org/10.1145/3209978.3210134
Shahbaznezhad, H., Dolan, R., and Rashidirad, M. (2021). The Role of Social Media Content Format and Platform in Users’ Engagement Behavior. Journal of Interactive Marketing, 53, 47–65. https://doi.org/10.1016/j.intmar.2020.05.001
Shan, Y., Chen, K., and Lin, J. (2020). When social media influencers endorse brands: the effects of self-influencer congruence, parasocial identification, and perceived endorser motive. International Journal of Advertising, 39(5), 590–610. https://doi.org/10.1080/02650487.2019.1678322
Shechtman, N., and Horowitz, L. M. (2003). Media inequality in conversation: How people behave differently when interacting with computers and people. In Proceedings of the conference on human factors in computing systems (pp. 281 – 288). New York: ACM Press. 10.1145/642611.642661
Shen, J. (2012). Social Comparison, Social Presence, and Enjoyment in the Acceptance of Social Shopping Websites. Journal of Electronic Commerce Research, 13(3), 198. http://web.csulb.edu/journals/jecr/issues/20123/paper2.pdf
Shimp, T. A. (2007). Integrated Marketing Communications in Advertising and Promotion (7th ed.).
Smith, K. (2019, Jan. 20). 41 Incredible Instagram Statistics You Need to Know. Brand Watch. https://www.brandwatch.com/blog/instagram-stats/
Social Security Administration. (2023, March). Top Names Over the Last 100 Years. https://www.ssa.gov/oact/babynames/decades/century.html
Stein, J., Appel, M., Jost, A., and Ohler, P. (2020). Matter over mind? How the acceptance of digital entities depends on their appearance, mental prowess, and the interaction between both. International Journal of Human-computer Studies, 142, 102463.
https://doi.org/10.1016/j.ijhcs.2020.102463
Stein, J., Breves, P., and Anders, N. (2022). Parasocial interactions with real and virtual
influencers: The role of perceived similarity and human-likeness. New Media and Society,
146144482211029. https://doi.org/10.1177/14614448221102900
Suh, B., Hong, L., Pirolli, P., and Chi, E. H. (2010). Want to be Retweeted? Large Scale Analytics on Factors Impacting Retweet in Twitter Network.
https://doi.org/10.1109/socialcom.2010.33
Tafesse, W., and Wood, B. P. (2021). Followers’ engagement with instagram influencers: The
role of influencers’ content and engagement strategy. Journal of Retailing and Consumer
Services, 58, 102303. https://doi.org/10.1016/j.jretconser.2020.102303
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.
https://doi.org/10.1080/00913367.2020.1810595
Till, B. G., and Busler, M. (2000). The Match-Up Hypothesis: Physical Attractiveness,
Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs.
Journal of Advertising, 29(3), 1–13. https://doi.org/10.1080/00913367.2000.10673613 Torres, P. J., Augusto, M., and Matos, M. R. P. N. (2019). Antecedents and outcomes of digital influencer endorsement: An exploratory study. Psychology and Marketing, 36(12),
1267–1276. https://doi.org/10.1002/mar.21274
Valentini, C., Romenti, S., Murtarelli, G., and Pizzetti, M. (2018). Digital visual engagement:
influencing purchase intentions on Instagram. Journal of Communication Management,
22(4), 362–381. https://doi.org/10.1108/jcom-01-2018-0005
VanDerslice, H. (2016). How Female Online Businesses and Brands Are Using Instagram
Stories. [Master’s thesis, University of Nebraska]. Lincoln, NE. https://www.proquest.com/docview/2533470425?parentSessionId=dUIOdNaKF5o20V YyB48of%2BQXbfarVCAM%2FmFmK7K55mI%3D
Virtanen, H., Björk, P., and Sjöström, E. (2017). Follow for follow: Marketing of a start-up company on instagram. [Marketing of a start-up company on Instagram] Journal of Small Business and Enterprise Development, 24(3), 468-484. doi:https://doi.org/10.1108/JSBED-12-2016-0202
VirtualHumans.org — Virtual Influencers, Explained. (n.d.). Www.virtualhumans.org. https://www.virtualhumans.org
Vivek, S. D., Beatty, S. E., and Morgan, R. (2012). Customer Engagement: Exploring Customer Relationships Beyond Purchase. The Journal of Marketing Theory and Practice, 20(2), 122–146. https://doi.org/10.2753/mtp1069-6679200201
Wang, S.W. and Scheinbaum, A.C. (2018), “Enhancing brand credibility via celebrity endorsement: trustworthiness trumps attractiveness and expertise”, Journal of Advertising Research, Vol. 58 No. 1, pp. 16-32.
Wang, Y., Qiao, F., and Peng, W. (2015). Is the Size or the Valence of Proactive Engagement Associated with Purchase Intention? A Case Study of Branded Blogs of Starbucks. International Journal of Strategic Communication, 9(3), 197–216. https://doi.org/10.1080/1553118x.2014.924125
We Are Social, and DataReportal, and Meltwater. (January 26, 2023). Most popular social networks worldwide as of January 2023, ranked by number of monthly active users (in millions) [Graph]. In Statista. Retrieved May 25, 2023, from https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number- of-users/
Yew, R. L. H., Suhaidi, S. B., Seewoochurn, P., and Sevamalai, V. K. (2018). Social Network Influencers’ Engagement Rate Algorithm Using Instagram Data. https://doi.org/10.1109/icaccaf.2018.8776755 |
| Description: | 碩士
國立政治大學
國際經營與貿易學系
110351050 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0110351050 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營與貿易學系 ] 學位論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 105001.pdf | | 2793Kb | Adobe PDF2 | 91 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
