New Era of Brand Communication: Revealing Virtual and AI Influencers’ Impact on Consumers’ Brand Engagement

Main funder

Funds granted by main funder (€)

Project timetable

Project start date: 01/01/2024

Project end date: 31/12/2025

Summary

The present study explores the acceptance of brand recommendations provided by virtual service assistants (VSAs). The recommendation acceptance is found to result from the audience interaction with VSAs. We extend the current knowledge of online customer behaviour by deepening our understanding about VSAs and their ability to improve the acceptance of firms’ product and brand–related messages. We show that the interaction with VSAs improves the perceived trust and acceptance of the brand or product recommendation.

Principal Investigator

Primary responsible unit

Follow-up groups