Search Results (4)

As virtual influencers (VIs) increasingly replace human influencers (HIs) in digital marketing, it is important to understand when and why they are perceived as effective. Building on the Match-Up Hypothesis and Mind Perception Theory, this research examines how influencer type interacts with product type to shape perceived fit and consumer responses. Across six studies (N = 1118), we find a consistent crossover pattern: VIs are viewed as a better match for utilitarian products, whereas HIs are viewed as a better match for hedonic products. This effect is explained by differences in mind perception: VIs are perceived as higher in agency, which enhances their fit with utilitarian products, while HIs are perceived as higher in experience, which enhances their fit with hedonic products. Experiments manipulating perceived agency and experience provide causal support for this mechanism. Finally, we show that while a good fit strengthens persuasion, it also heightens reputational risks, as deceptive endorsements elicit stronger negative reactions when the influencer–product fit is high. These findings clarify how mind perception underlies influencer–product matching and highlight both the persuasive potential and the risks of leveraging virtual influencers in AI-mediated consumer persuasion. Full article

In the digital era, businesses are actively integrating advanced technology and innovative marketing strategies to achieve sustained growth. Notably, virtual endorsers play a key role in driving enterprises towards digital transformation in the field of digital marketing. Understanding consumer attitudes towards the use of virtual endorsers in digital marketing is especially important for enterprises employing digital tools to realize a sustainable business model. To this end, this research adopts the match-up hypothesis and source credibility model as its theoretical framework, delving into the impact of virtual endorser–product fit and credibility features (attractiveness, expertise, and trustworthiness) on product attitudes, as well as the interactive effects of these features with product types. We collected feedback data from 376 participants through an online questionnaire and validated our hypotheses using the PLS-SEM model. The results demonstrate that virtual endorser–product fit positively affects credibility, with higher credibility further enhancing consumers’ attitudes toward products. Additionally, the source credibility model partially mediates the relationship between the match-up hypothesis and product attitudes, with attractiveness exerting the most significant impact. Finally, we observed variations in consumer attitudes toward products endorsed by virtual endorsers based on product types. The findings of this study provide a solid theoretical basis for a deeper understanding of consumer attitudes towards the application of virtual endorsers in marketing and offer practical suggestions for businesses to leverage digital tools for sustainable development. Full article

This study investigates the seasonal and regional variability in the chlorophyll-specific absorption coefficient of phytoplankton at 443 nm ($a_{\mathit{ph}}^{*}(443)$; unit: m² mg⁻¹) in surface oceans. It is focused on the time series data derived from the satellite products of chlorophyll-a (Chl-a) concentration and the phytoplankton absorption coefficient. Global estimates of $a_{\mathit{ph}}^{*}(443)$ reveal a decreasing gradient from the open ocean toward the coastal environment, with considerable spatial variance. Seasonal variations are prominent over most oceans, resulting in substantial deviations from the climatological means. A sinusoidal model was fitted to the monthly time series data to characterize the annual and semiannual features. The amplitudes and the phases of the monthly data were latitudinally dependent. The occurrence times of the maximum $a_{\mathit{ph}}^{*}(443)$ values were six months out of phase between the northern and southern hemispheres. Satellite observations present a global mean relationship between $a_{\mathit{ph}}^{*}(443)$ and Chl-a comparable with those obtained via in situ measurements. However, the seasonal/regional $a_{\mathit{ph}}^{*}(443)$ and Chl-a relationships can significantly depart from the global mean relationship. We propose a hypothesis that $a_{\mathit{ph}}^{*}(443)$ can be predicted as a function of geolocation and time. Preliminary validations with in situ matchup data confirm that the proposed model is a promising alternative to the traditional approaches requiring Chl-a as the input. The present exploration helps understand the phytoplankton biogeography and facilitates future efforts to improve bio-optical modeling, including estimating the primary production. Full article

Effective communication strategies are vital to educating consumers about sustainable behaviors given that environmental problems such as climate change are a result of excessive human activities. This study examined the suitability of using anthropomorphic characters (i.e., spokescharacters) in environmental communication and investigated traits that make them persuasive communicators in promoting sustainable behaviors. Using the Source Credibility Model and Matchup Hypothesis as theoretical lenses, this study explored spokescharacter traits that can enhance their persuasiveness, particularly their ability to influence consumers’ recycling attitudes and behavioral intentions. An online questionnaire was administered to 314 U.S consumers recruited through Amazon’s MTurk platform. Research hypotheses were tested using Structural Equation Modelling. The results show that spokescharacter traits such as likability, expertise, and relevance positively influence spokescharacter trustworthiness, which in turn enhances the recycling attitudes and recycling intentions of consumers. Overall, the results suggest that spokescharacters can be effective communicators to promote sustainable behaviors like recycling. Theoretical and practical implications are offered, and future research directions are outlined. Full article