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Source Credibility and Emotions generated by Robot and Human Influencers: The perception of luxury brand representatives

Author

Listed:
  • Patricia Baudier

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie)

  • Elodie de Boissieu

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie)

  • Marie-Hélène Duchemin

    (UNIROUEN - Université de Rouen Normandie - NU - Normandie Université)

Abstract

Social Robots are increasingly encroaching into our daily lives by interacting with humans on the Internet. Luxury brands use Social Media Influencers to create brand awareness and enrich their emotional values. As the first study on a trending and largely unexplored topic, this paper aims to better understand the perception of Social Media Human Influencers and Social Media Robot Influencers by luxury brand representatives using the Source Credibility model, including Social-Emotional elements. Our study deepens our understanding of Brand-to-Social Media Influencers' relationships, mobilizing the wheel of emotions to analyze perceived emotions when using Social Robots to promote brand content and values. The study mobilizes a qualitative approach including 13 semi-structured interviews with luxury brand representatives. Our findings add to the Source Credibility model by identifying that Perceived Humanness enriches the brand perception analysis of Social Media Influencers. Our results also highlight the key emotions expressed by luxury brand representatives during their collaboration with both Human and Robot Influencers, favoring the acceptance of RI for luxury brands' future social media communications.

Suggested Citation

  • Patricia Baudier & Elodie de Boissieu & Marie-Hélène Duchemin, 2023. "Source Credibility and Emotions generated by Robot and Human Influencers: The perception of luxury brand representatives," Post-Print hal-04314434, HAL.
    • Handle: RePEc:hal:journl:hal-04314434
    DOI: 10.1016/j.techfore.2022.122255
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    Citations

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    Cited by:

    1. Akhtar, Naeem & Hameed, Zahid & Islam, Tahir & Pant, Manoj Kumar & Sharma, Anshuman & Rather, Raouf Ahmad & Kuzior, Aleksandra, 2024. "Avatars of influence: Understanding how virtual influencers trigger consumer engagement on online booking platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    2. Yao, Qi & Hu, Chao & Zhou, Wenkai, 2024. "The impact of customer privacy concerns on service robot adoption intentions: A credence/experience service typology perspective," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    3. Fosso Wamba, Samuel & Queiroz, Maciel M. & Hamzi, Lotfi, 2023. "A bibliometric and multi-disciplinary quasi-systematic analysis of social robots: Past, future, and insights of human-robot interaction," Technological Forecasting and Social Change, Elsevier, vol. 197(C).
    4. Dabiran, Ehsan & Farivar, Samira & Wang, Fang & Grant, Gerald, 2024. "Virtually human: anthropomorphism in virtual influencer marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    5. Xu, Hui & Wu, Yang, 2024. "Do virtual endorsers have a country-of-origin effect? From the perspective of congruent explanations," Technological Forecasting and Social Change, Elsevier, vol. 206(C).
    6. Liao, Jiancai & Huang, Jingya, 2024. "Think like a robot: How interactions with humanoid service robots affect consumers’ decision strategies," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    7. You, Leping & Liu, Fanjue, 2024. "From virtual voices to real impact: Authenticity, altruism, and egoism in social advocacy by human and virtual influencers," Technological Forecasting and Social Change, Elsevier, vol. 207(C).
    8. Raza, Mohsin & Khalid, Rimsha & Loureirco, Sandra Maria Correia & Han, Heesup, 2024. "Luxury brand at the cusp of lipstick effects: Turning brand selfies into luxury brand curruncy to thrive via richcession," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    9. Allal-Chérif, Oihab & Puertas, Rosa & Carracedo, Patricia, 2024. "Intelligent influencer marketing: how AI-powered virtual influencers outperform human influencers," Technological Forecasting and Social Change, Elsevier, vol. 200(C).
    10. Sharma, Purva & Srivastava, Ankur & Sharma, Veenu & Singh, Nidhi & Nijjer, Shivinder, 2024. "Understanding consumer repurchase intentions towards luxury retail brands: Evidence from an emerging market," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).

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