Rossella C. Gambetti and Robert V. Kozinets
This study aims to expand understanding of the diversity of virtual influencer forms by investigating their nonhuman-like, animal and graphic or cartoon variations.
Abstract
Purpose
This study aims to expand understanding of the diversity of virtual influencer forms by investigating their nonhuman-like, animal and graphic or cartoon variations.
Design/methodology/approach
A three-year multisite longitudinal netnography studied 174 virtual influencers and spanned ten social media platforms. Typological categories were constructed from the data set, focusing on 14 influencers located across quadrants. In-depth findings were then developed for eight illustrative cases.
Findings
Findings deepen the knowledge of the virtual influencer sphere by highlighting diversity in human-like, nonhuman-like, imaginative and realistic forms. The authors postulate four types of virtual influencers: hyper-human, antihuman, pan-human and alter-human. These forms are linked to specific personalities and communication styles, addressing various consumer needs. Imaginatively represented virtual influencers may prompt audiences to reevaluate beliefs, values and behaviors. These findings challenge prior work’s focus on attractive, hyperreal and human-like virtual influencers, encouraging consideration of divergent types engaged in novel meaning-shaping activities and targeting different segments.
Research limitations/implications
This research paves the way for consumer and marketing researchers and practitioners to broaden their representations of virtual influencers beyond the human-like, beyond the commercial and into new worlds of fantasy, imagination and posthuman possibility.
Practical implications
Different types of virtual influencers speak to diverse audiences and convey marketing messages in subtly different ways. Some forms of virtual influencers fit into roles like defiant voices, oppositional characters, activists, educators, entertainers and change leaders. As the universe of virtual influencers diversifies, this research opens new avenues of marketing for brands.
Originality/value
This study pioneers comprehensive qualitative research across the universe of virtual influencers and their communities, exploring links to popular culture. It offers connections between virtual influencer forms and communication strategies for marketers.
Details
Keywords
Alexander Braun, Arleta Anna Franczukowska, Irina Teufl and Eva Krczal
There is growing interest in the economic impact of workplace physical activity interventions, but the evidence is still lacking — especially in Europe. Although, some evidence on…
Abstract
Purpose
There is growing interest in the economic impact of workplace physical activity interventions, but the evidence is still lacking — especially in Europe. Although, some evidence on the return on investment (ROI) is found in literature, the included studies may not be applicable to the Europe situation. Therefore, the objective of this study was to review current evidence on the economic impact of workplace physical activity interventions in European countries.
Design/methodology/approach
A systematic review on the economic impact of worksite health promotion programs aiming at increasing physical activity was conducted. Five electronic databases (MEDLINE (Ovid), MEDLINE (PubMed), EMBASE, NHS-EED and Emerald Insights) were searched for relevant studies published between 2000 and 2020.
Findings
A total of 953 abstracts were screened, and 28 were reviewed, 11 of which met all inclusion criteria. The studies varied substantially in sample size, intervention type, duration and frequency of follow-up measurements, valuation methods and assessed economic outcomes. There is inconclusive evidence for decreasing absenteeism, positive net benefit (NB) and positive ROI. No evidence was found to indicate an effect on self-assessed productivity or job satisfaction.
Originality/value
This study is the first try to take the different working conditions from Europe into consideration. The authors found that working conditions could have some impact on the valuation of absenteeism costs and thereof on the ROI. Further, this study provides insight into how to deploy effective and efficient workplace physical activity interventions, based on a standardized and validated methodology and program scope.
Details
Keywords
This paper analyzes global interest in Internet information about decentralized finance (DeFi), embedded finance (EmFi), open finance (OpFi), ocean finance (OcFi) and sustainable…
Abstract
Purpose
This paper analyzes global interest in Internet information about decentralized finance (DeFi), embedded finance (EmFi), open finance (OpFi), ocean finance (OcFi) and sustainable finance (SuFi) and the relationship among them.
Design/methodology/approach
The paper used a comparative methodology based on regression and correlation analyses to assess global interest in Internet information about DeFi, EmFi, OpFi, OcFi and SuFi.
Findings
The findings reveal that global interest in Internet information about EmFi was more popular in Asian and European countries. Global web search for Internet information about OcFi decreased during the financial crisis while global web search for Internet information about OpFi and EmFi increased during financial crisis years. Global web search for Internet information about DeFi, SuFi and EmFi increased during the pandemic years. There is a significant and positive correlation between interest in DeFi, EmFi, OcFi and SuFi. Also, there is a significant and negative correlation between interest in EmFi and interest in OpFi. The regression coefficient matrix shows that OpFi, EmFi, OcFi, DeFi and SuFi are significantly related.
Originality/value
To the best of the author’s knowledge, this is the first paper that analyses the association between interest in DeFi, EmFi, OpFi, OcFi and SuFi. Thus, this study addressed an important knowledge gap in the literature by exploring people’s interest in Internet information about DeFi, EmFi, OpFi, OcFi and SuFi.