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Virtual idols have entered the golden period as the main form of future digital people. However, existing studies only focus on a single idol type and partial role relationships related to virtual idols, lacking synthesized insights. To address these gaps, this paper summarizes different types of virtual idols and all role relationships to achieve a comprehensive literature review.

Based on the business ecosystem theory, this paper constructs a business role ecosystem framework for virtual idols from the two subsystems of value co-creation and value realization.

Firstly, we extract common characteristics and the generalized definition applicable to diverse idol types. Secondly, we find that there are commonalities and differences in the significant characteristics of virtual idols in different application fields. Thirdly, literature in the value co-creation subsystem mainly focuses on co-creation mechanisms in the role relationship between idols and demanders (RRID). A few focus on virtual idols’ constructions in the role relationship between producers and idols (RRPI) and co-creation phenomena in the role relationship between demanders and producers (RRDP). Finally, literature in the value realization subsystem mainly focuses on consumer attitudes and realization mechanisms in RRID. A few focus on realization phenomena in the role relationship between producers and tripartite enterprises (RRPT) and RRPI.

This paper points out future implementing directions of industry practitioners, gives strategies to promote economic value realizations and emphasizes the importance of cultural communication.

This paper discusses the existing theoretical gaps and possible future research directions regarding characteristics, applications and role relationships.

This study aims to discover the impact of the interaction between learning performance (as behavioral realism) and realistic appearance (as form realism) of AI-powered software robots on user trust. The study also aims to reveal how and why the interaction happens, especially from the dual processing perspective of affective and cognitive human responses.

We adopted an experimental research methodology in a movie recommendation system environment where machine learning-based recommendations are widely used. We conducted a 3 × 2 factorial design experimentation based on the three levels of learning performance (low, mid and high) and two levels of realistic appearance (caricature avatar and digital human). We used ANCOVA and the PROCESS Macro to analyze our models.

Our results confirm that learning performance (intelligence) is a critical factor influencing user trust in software robots, and this intelligence–trust relationship is influenced by their realistic appearance. Our results further reveal that there are two significant intermediating mechanisms, i.e. affective and cognitive user responses, and that the intelligence–appearance interaction effect on trust is explained especially by the affective response mechanism.

This study provides valuable implications for creating optimal learning performance and realistic appearance that can lead to trust in various settings where AI-powered software robots are utilized.

This study has sveral contributions to the literature. First, in addition to the well-recognized factor of anthropomorphic characteristics, this study investigates another critical behavioral factor of AI-powered robots (learning performance as intelligence characteristics) and the intriguing interaction between the two realism factors. Second, drawing upon the mediated moderation perspective, the study proposes a novice perspective on how and why the two realism factors can build user trust (the underlying mechanisms).

Building on both the uncanny valley and construal level theories, the analyses detailed in this paper aims to address customers’ explicit and implicit attitudes toward various service robots, categorized by the degree of their human-like appearance, namely, mechanoids (low human-likeness), humanoids (medium human-likeness) and realistic robots (high human-likeness).

The analyses reflect a mixed-method approach, across three studies. A qualitative study uses focus groups to identify consensual attitudes. An experiment measures self-reported, explicit attitudes toward the three categories of robots. Another experiment explores customers’ implicit attitudes (unconscious and unintentional) toward robots, using three implicit association tests.

Customers express both positive and negative attitudes toward service robots. The realistic robots lead to both explicit and implicit negative attitudes, suggesting that customers tend to reject these robots in frontline service settings. Robots with lower human-likeness levels generate relatively more positive attitudes and are accepted to nearly the same extent as human employees in hospitality and tourism contexts.

Because customers reject, both consciously and unconsciously, very human-like robots in service encounters, managers should leverage this key finding, along with the more detailed results, to inform their strategic introduction of robots into hospitality frontline service settings.

The combined qualitative and quantitative studies specify and clarify customers’ implicit and explicit attitudes toward robots with different levels of human-likeness, in the real-world setting of hospitality and tourism services. Such insights can inform continued research into the effects of these service innovations.

The purpose of this paper is to conceptualize virtual influencer marketing, outlining the opportunities and dangers associated with using virtual influencers in social media marketing communications.

Drawing on the literature addressing influencer marketing and interactions between consumers and technologies, this paper introduces the landscape of virtual influencer marketing.

This paper distinguishes virtual influencers from real-life influencers and related digital characters. It further defines four unique elements attributed to virtual influencers: customization, flexibility, ownership and automation. Finally, it introduces a taxonomy for virtual influencers.

The conceptualization of virtual influencer marketing contributes to advancing the understanding of the (virtual) influencer marketing landscape.

This paper suggests that brands need to carefully evaluate the different characteristics of virtual influencers, when deciding to leverage them in social media marketing communications. It also provides guidelines for working with virtual influencers in marketing campaigns targeted at consumers.

This paper discusses ethical and social implications for brands and consumers that interact with virtual influencers in the encounter between reality and virtuality.

This paper makes three contributions. First, it conceptualizes virtual influencer marketing by defining and critically evaluating the key characteristics attributed to virtual influencers. Second, it offers a 2 × 2 taxonomy of virtual influencers, grounded in research on anthropomorphism and reality–virtuality. Third, this paper reflects on the opportunities and dangers associated with virtual influencer marketing, outlining avenues for future research.

Although virtual anchors have emerged as potent marketing tools, their acceptance by consumers is controversial. Specifically, the relative efficacy of selecting an all-human-like or animal-human-like virtual anchor is not well-defined. However, anthropomorphic visual cues are vital in enhancing live streaming. This study aims to analyze the disparate effects of an animal-human-like or all-human-like virtual anchor on purchase intention as well as evaluate the possible underlying influential mechanisms and boundary conditions.

In this research, three different studies were carried out to elucidate the impact of virtual anchors on purchase intention. Study 1 evaluated the core impact of an animal-human-like and all-human-like virtual anchor on purchase intention, as well as the mediating role of perceived warmth and competence. Studies 2 and 3 were then performed to investigate the moderating impacts of product type and certainty of consumer needs, respectively. Furthermore, research data for these studies was collected using the Credamo tool and analyzed via SPSS, using PROCESS for moderation and mediation analyses.

The research findings indicate that virtual anchors can trigger purchase intention, with perceived warmth and competence acting as mediating factors. Based on the utilitarian products and high certainty of consumer needs, the influence of perceived competence on purchase intention is augmented. Therefore, an all-human-like virtual anchor increases purchase intention. In contrast, the impact of perceived warmth on purchase intention is supplemented for hedonic products and low certainty of consumer needs. Thus, an animal-human-like virtual anchor increases purchase intention.

This research study evaluated consumer reactions to all-human-like and animal-human-like virtual anchors for different product types and the certainty of consumer needs to optimize the comprehension of a virtual anchor. Furthermore, the assessment of the mediating roles of perceived warmth and competence provided valuable insights into the influential mechanisms by which virtual anchors affect purchase intention. Moreover, this study provided managerial implications to guide retailers and brands on the strategic adoption of virtual anchors to enhance purchase intention based on the product type and the certainty of consumer needs.

This paper aims to examine the congruency effects of physically embodied robots in service encounters, which addressed a significant research gap concerning the synthesis of robot design elements (e.g., appearance and voice) and their service purposes.

Grounded in congruity theory and human-robot interaction literature, this study conducted a pretest and two experimental studies revealing the need to view robot design holistically and recognizing the pivotal role of congruity in shaping consumers’ service robot adoption. The moderating role of service purposes (utilitarian vs hedonic) was also investigated in terms of robot design and consumer reactions.

Consumers generally tend to favor robots with congruent designs, particularly for utilitarian service purposes. The serial mediation through perceived congruence and perceived intelligence explains such a favorite tendency.

This study advances service robot design research by highlighting the critical role of congruity in enhancing consumer engagement. It supports the use of comprehensive, congruent designs for services with utilitarian purposes and recommends adaptable designs for hedonic settings.

This study addressed the research gap by examining service robot design from a holistic perspective. The research findings highlight the importance of congruency effects in service robot design and deployment and provide valuable insights and guidelines to industry practitioners for optimal investment in service robots.

The rapid progress of information and communication technologies enables business creators to access a wide variety of tools. These tools facilitate electronic exchanges and interactions with customers and companies. The purpose of this study is to test and compare the effectiveness of two virtual reality technologies, the avatar and anthropomorphic virtual agents, on consumers’ psychological states and perceived realism.

An experimental survey was conducted to measure the potential superiority of the anthropomorphic virtual agent over the avatar and to identify the determining characteristics of the anthropomorphic virtual agent’s effectiveness. An experimental website was designed for the purpose of the study. A total of 1,262 internet users participated in the experiment.

Results confirm the superiority of the anthropomorphic virtual agent over the avatar in affecting consumers’ flow state, telepresence experience and perceived realism. These findings can be explained by the humanized characteristics of this type of agent (i.e. verbal and nonverbal language).

The originality of this research lies in the study of different forms of social interactivity. This latter has been little studied and essentially treated with a dichotomous perspective (presence/absence of a virtual agent). New trends in digital marketing challenge entrepreneurs to be proactive and to anticipate customers’ behavior on their online stores. That is why, virtual reality technologies, namely, anthropomorphic agents, can be considered as a relevant tool to engage in efficient inbound marketing strategies. Today, the development of intelligent technologies encourages entrepreneurs operating online to design more interactive, realistic and humanized virtual merchant environments that are more adapted to the realities of the new consumption trends and environment.

The purpose of this paper is to develop a realistic computational model of carbon fibre reinforced polymer (CFRP) structures dedicated for in-silico investigations of the use of X-ray-based imaging techniques as non-destructive testing (NDT) of CFRP parts.

CFRPs contain layers of carbon-fibres bundles within resin. Bundles’ orientation in the different layers is arranged with respect to each other at a well-defined primary direction. In the model, the bundle was simulated as a circular cylinder. The resulted model is a stack of layers of unidirectional bundles having orientation of 0°/90°/45°/−45°. Two CFRP structures were modelled: a flat CFRP part and a real shaped CFRP clip. A porous layer and non-carbon fibres were inserted within each model, respectively. X-ray projection images were generated with a dedicated simulation programme. Three setups were investigated: radiography, tomosynthesis and cone-beam CT (CBCT).

Results showed that porosity and non-carbon fibres were visible with all X-ray-based techniques. Tomosynthesis and CBCT, however, provide higher quality image of defects.

The CFRP computational model is a valuable tool in design, testing and optimization phase of X-ray-based imaging techniques for use in NDT of composite materials. Simulated images are generated within a short time; thus results from virtual optimization and testing are obtained very fast and at low cost.

An innovative computational model of CFRP structures, dedicated for X-ray imaging simulations, has been developed. The model is characterized by simplicity in its creation and realistic visual appearance of the produced X-ray images.

The purpose of this study is to identify images used in advertising directed toward young adults, investigate what young adults thought of these images, and explore how young adults used these images.

A content analysis of 674 apparel and cosmetic advertisements located in four fashion magazines (Elle Girl, Seventeen, YM, and TeenVogue) resulted in eight categories. Participants (n=32) viewed advertisements representative of the categories and answered questions related to their thoughts about the model depicted in the advertisement and their use of the images.

Participants' used the models as a point of comparison. Participants primarily commented on their own weight relative to the thin models and expressed a need to lose weight to appear like them. With two categories of advertisements depicting average weight models participants noted that the model appeared realistic. However, they did not draw comparisons between themselves and these models.

Young adults do make comparisons between themselves and models used in fashion advertising. These comparisons were primarily downward. Use of average‐sized models may not be a solution to negative impacts on body image, as these participants did not make use of the average‐sized models as a point of comparison.

Young women do compare themselves with models used in advertising. They recognize average weight women in advertising but do not make the same types of comparisons with these models, suggesting that the use of average weight models may be a solution to advertising's impact on developing negative body images in young adults.

Uses Newmark’s method to carry out a time‐stepping finite element analysis to predict the behaviour of a cloth garment as it falls from an initial horizontal position to a final position draped around a human body form. Bases the finite element model on a simple beam element, in order to minimize the computational time. Accounts for large displacement behaviour by including the element geometric stiffness. Bases the body form on anthropomorphic data produced by a shadow scanner. Enlists a novel scheme to model the contact between the cloth and the underlying body form. Uses the finite element model to provide data for an animated display and finds that it produces sufficiently realistic results for the garment designer’s purposes.