Aug 2026· Electronic Markets· Vol 36· 0 citations· 54 references
TL;DR
Using CLIP-based measures of text–image mismatch, it is found that the penalty appears directionally stronger when polished text is less congruent with the accompanying visuals; although the strictest interaction tests are power-limited, the marginal-effects pattern is consistent with multimodal dissonance.
Luxury brands are already turning to (AI) to create content for social media, not to mention managing virtual influencers. A 2 (content creator type: AI-generated vs. human) X 2 (content modality: static image vs. short video) between-subjects experiment (N=800) was conducted with the theoretical foundation of Social P...
Hassan Abbas, Farwa Abbas· Kashmir Journal of Academic...· 0 citations
It is proved that if there is failure on the part of the high fidelity digital human avatar, then the higher expectations created by the avatar may create an erosion of trust.
Abhinav Verma, Harshika Gabbad· Journal of Services Marketin...· 0 citations
Independent creators increasingly reach supporters through direct-support platforms that remove the traditional gatekeeper; the publisher, gallery, or label that once decided who could reach an audience. A practitioner intuition holds that lasting independence depends less on raw talent than on cultivating the audience...
Sarah Lyuba Litovsky· Canadian Journal of Business...· 0 citations
Travel decisions rely heavily on authentic experiences, yet destination virtual influencers (VI) lack firsthand travel experiences. How consumers accept and evaluate their recommendations remains unclear. This study proposes that identity biographies function as compensatory narrative cues that shape consumers’ percept...
Jin Xue, Wei Han· Journal of Vacation Marketin...· 0 citations
The rapid integration of Artificial Intelligence into social media has disrupted the digital marketing environment, creating an authenticity crisis that affects both human and AI influencers as audiences struggle to distinguish genuine engagement from manufactured content. This study aims to synthesize the drivers of t...
Impression management is often portrayed as a self-serving strategy for personal gain. We propose that impression management can also operate as a humanistic act—one in which actors generate favorable impressions through non-exploitative efforts to satisfy the psychological needs of audiences. Drawing on self-determina...
David M. Long· Organizational Psychology Re...· 0 citations
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