Search Results (3)

Unlike conventional virtual idols like Hatsune Miku, which rely on pre-set voice libraries and stage scripts, AI-customized virtual idols achieve real-time interaction through generative artificial intelligence, continuously iterating their personality traits, language style, and even value expression along with fan and user interactions. AI-customized virtual idols, as pre-defined cultural commodities in the digital age, tend to focus on static, functional interpretations and have not yet fully entered the dynamic construction process as “subjects in the process of generation.” This study, based on a deep mediation perspective, employs a research method combining app roaming and semi-structured interviews to focus on the sociological examination of young fan groups’ use of AI tools to customize virtual idol companionship. It explores the reciprocal relationship between fan groups and customized virtual idols. The study finds that the AI-customized idols fan group constitutes a typical “actor group,” and its interaction practices are essentially a “fluid interaction” of human–machine intimacy. Young fan groups mainly interact with AI-customized virtual idols based on materiality, cognition, visibility, and emotional frames, thereby generating rich meaning production and symbolic imagination during the usage process. Fan groups and AI-customized virtual idols have developed different relationship paths, including mutual attachment, returning to normalcy, seeking substitutes, or direct withdrawal, revealing the inherent contradictions and tensions in digital intimacy, as well as the self-adjustment strategies of individuals under the mediation of technology. This process presents a “human-machine-idol” triadic relationship framework, becoming a new paradigm for intimacy in the digital age. Full article

Customer intimacy plays a crucial role in shaping customer relationships and guiding organizational strategies. As the digital business environment has grown, the concept of customer intimacy has evolved, leading to significant changes in its dimensions and implications. This systematic literature review and synthesis comprehensively analyzes the current research on customer intimacy, reexamines it within the context of e-commerce and digital marketing, and introduces the concept of “Digital Customer Intimacy”. The paper explores the unique characteristics of digital customer intimacy, how it differs from traditional customer intimacy, and identifies areas for future research. By synthesizing insights from various studies, this review deepens our understanding of customer intimacy in both traditional and digital contexts, offering practical insights for modern marketing and laying the groundwork for future research. Full article

In China, the integration of livestreaming into restaurant marketing has transitioned from mere entertainment to a vital business tool. This study examines the influence of social sharing value (SSV) on customer attitudes and behavioral intentions within the context of restaurant livestreams, applying the stimulus-organism-behavior-consequences (SOBC) model. Analyzing data from 1139 livestream viewers using partial least squares-path modeling (PLS-PM), the results reveal that SSV significantly enhances viewers’ trust, satisfaction, word of mouth (WOM), and behavioral intentions. Trust was shown to elevate satisfaction, which, in turn, positively impacts WOM and purchase intentions. Among the SSV’s components, brand intimacy emerged as highly influential. Notably, behavioral intention was found to significantly influence WOM activities, underscoring the critical role of proactive customer behaviors in promoting the brand. This study extends social exchange theory by quantifying relationship quality and adapting it to digital consumer interactions in the restaurant industry. The findings highlight the importance of cultivating SSV to bolster customer trust and satisfaction, thereby enhancing loyalty and advocacy. Effective engagement through livestreaming can amplify brand intimacy, establishing it as an indispensable strategy for maintaining competitiveness in the restaurant sector. Full article