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Publication date: 21 January 2025

Zheng Shen

Nowadays, more and more brands are developing their own virtual ambassadors for interactive communication and marketing with consumers. Exploring the interactive effectiveness of…

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Abstract

Purpose

Nowadays, more and more brands are developing their own virtual ambassadors for interactive communication and marketing with consumers. Exploring the interactive effectiveness of virtual brand ambassadors on consumer behavior is crucial to understanding the interactions between brands, virtual ambassadors and consumers as well as further increasing consumer engagement in AI-mediated interactive marketing.

Design/methodology/approach

This study investigated different interactive effects of virtual ambassadors on consumer behavior in terms of virtual ambassadors’ anthropomorphism, virtual experience and consumer behavior through a mixed method of questionnaires and semi-structured interviews.

Findings

The results indicate that consumers’ sharing, reviewing and purchasing behavior is significantly and positively influenced by virtual ambassadors’ anthropomorphism and virtual experience. In addition, specific anthropomorphic features and virtual experiences were discussed in detail.

Originality/value

This study helps brands develop and manage their virtual ambassadors and consumers in AI-mediated interactive marketing and communication.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

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