Marketing Intelligence & Planning ( IF 4.338 ) Pub Date : 2024-01-16 , DOI: 10.1108/mip-06-2023-0251 Hanna-Anastasiia Melnychuk , Huseyin Arasli , Raziye Nevzat
Purpose
The purpose of this study is to identify the process of virtual influencer stickiness in the age of influencer marketing, which has received little attention in the literature. This is essential because the research creates a theoretical model of follower loyalty/stickiness to virtual influencer techniques from the standpoint of influencer marketing, which has a substantial effect on the evolution of the global marketing world.
Design/methodology/approach
In 2022, 302 people who currently follow an Instafamous virtual influencer took part in an Instagram self-administered online survey.
Findings
The findings show that both expertise and trustworthiness have a positive and significant influence on parasocial interaction, which in turn has a significant influence on virtual engagement and stickiness.
Originality/value
This research will specifically assist international readers in understanding how to harness and increase the efficiency and efficacy of interactive marketing strategies and methods to engage and retain followers of Instafamous virtual influencer. Moreover, the findings will be beneficial to opinion leaders, brand managers, company investors, entrepreneurs and service designers.
Highlights
The study pioneers a holistic virtual follower stickiness mechanism that comprises the role of source credibility, parasocial interaction, informational influence and virtual follower’s engagement and their interrelationship to each other.
This study is based on parasocial interaction theory and source credibility theory to understand the relationship between virtual followers and influencers stickiness process at social media platforms.
In addition, the study examined the subsequent effects of sources of credibility components on parasocial interaction; as well as, on virtual follower engagement and stickiness.
This study also categorized and examined the moderating effects exerted by the genres of informative influence of virtual influencer.
中文翻译：
如何吸引和吸引虚拟影响者的追随者：影响者营销时代的一种新的非人类方法
目的
本研究的目的是确定影响者营销时代虚拟影响者粘性的过程，这一过程在文献中很少受到关注。这是至关重要的，因为该研究从影响者营销的角度创建了追随者对虚拟影响者技术的忠诚度/粘性的理论模型，这对全球营销世界的演变产生了重大影响。
设计/方法论/途径
2022 年，目前关注 Instaknown 虚拟影响者的 302 人参与了 Instagram 自我管理的在线调查。
发现
研究结果表明，专业知识和可信度都对类社会互动产生积极而重大的影响，进而对虚拟参与度和粘性产生重大影响。
原创性/价值
这项研究将特别帮助国际读者了解如何利用和提高互动营销策略和方法的效率和功效，以吸引和留住 Instaknown 虚拟影响者的追随者。此外，研究结果将对意见领袖、品牌经理、公司投资者、企业家和服务设计师有益。
强调
该研究开创了一种整体的虚拟追随者粘性机制，其中包括来源可信度、准社会互动、信息影响力和虚拟追随者的参与度及其相互关系的作用。
本研究基于准社会互动理论和来源可信度理论来理解社交媒体平台上虚拟粉丝与影响者粘性过程之间的关系。
此外，该研究还考察了可信度成分来源对准社会互动的后续影响；以及虚拟追随者参与度和粘性。
这项研究还对虚拟影响者的信息影响类型所产生的调节作用进行了分类和检验。
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