0000000000424892
AUTHOR
Devdeep Maity
Anthropomorphism and social presence in Human–Virtual service assistant interactions: The role of dialog length and attitudes
In this study, we delve into the perceived quality of recommendations provided by AI-based virtual service assistants (VSAs). Specifically, the role of the social presence of VSAs in influencing recommendation perceptions is investigated. We also explore how the social presence of a VSA is formed and how perceived anthropomorphism plays a vital role in shaping social presence and eventually instilling trust in VSAs among consumers. These relationships are examined in the context of online government services. The results indicate that consumer interaction with VSAs - manifesting via perceived anthropomorphism, social presence, dialog length, and attitudes - improves recommendation quality p…
‘You really are a great big sister’ – parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing
This study examines the moderating role of audience comments in influencer marketing. A YouTube vlog entry by a social media influencer featuring the endorsement of a brand was studied, and an experimental design featuring two conditions related to audience comments was created. The results indicate that a parasocial relationship with the influencer builds the perceived credibility of the influencer, while comments by other audience members moderate the effect. Influencer credibility positively affects brand trust and purchase intention. The findings enhance the understanding of the role of an active audience in influencer marketing. peerReviewed
“Thanks for Watching.” The Effectiveness of YouTube vlogendorsements
This study examines the effectiveness of brand endorsements in vlogs (video blogs) by assessing the role of audience participation, parasocial relationship, and valence toward vlog endorsements on the perceived credibility of the vlogger and brand attitudes. Four experimental conditions were created on Qualtrics based on a YouTube vlog where the endorser reviewed a few products. The data were collected using Mturk and analyzed with 203 usable responses. The findings indicate that audience participation in the vlog enhances para-social relationship with the vlogger, thus further fostering the vlogger's perceived credibility as an endorser. Additionally, the valence of the audience's attitude…
Primed Authenticity: How Priming Impacts Authenticity Perception of Social Media Influencers
Though organizations increasingly collaborate with social media influencers, such as bloggers and videobloggers, little is known as to how the contextual cues related to sponsored content affect the authenticity perception of the social media influencers among audience members. This study explores how positive and negative priming of sponsored content shapes the authenticity perception of the vlogger among its audience members. Four different manipulation conditions were constructed to study a U.S. based travel vlog on Qualtrics, with data collected via Amazon’s Mechanical Turk. A theory-guided content analysis of 211 open viewer responses was conducted to compare perceptions of authenticit…