Comparing the Effectiveness of Human and AI-Generated Endorsers in Advertising Campaigns
Abstract
This review explores the contrasting roles of machine-driven and human endorsers in advertising campaigns, assessing their ability to engage consumer visual attention. With its ability to tailor content and predict consumer responses, the machine-driven approach has brought new dimensions to advertising, though its influence may differ across various demographic groups. Conversely, human endorsers substantially impact consumer decisions because they can form emotional bonds, enhance authenticity, and build trust. The review encourages a perspective that sees machine-driven and human endorsers not as rivals but as complementary forces, with further studies needed to investigate how to combine these elements best.
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Armando, M., Ochs, M., & Régner, I. (2022). The Impact of Pedagogical Agents’ Gender on Academic Learning: A Systematic Review. Frontiers in Artificial Intelligence, 5. https://doi.org/10.3389/frai.2022.862997
Campbell, C., Sands, S., Ferraro, C., Tsao, H.-Y. (Jody), & Mavrommatis, A. (2020). From data to action: How marketers can leverage AI. Business Horizons, 63(2), 227–243. https://doi.org/10.1016/j.bushor.2019.12.002
Carrion, C., Wang, Z., Nair, H., Luo, X., Lei, Y., Gu, P., Lin, X., Chen, W., Jin, J., Zhu, F., Peng, C., Bao, Y., Lin, Z., Yan, W., & Shao, J. (2023). Blending Advertising with Organic Content in E-commerce via Virtual Bids. Proceedings of the AAAI Conference on Artificial Intelligence, 37(13), 15476–15484. https://doi.org/10.1609/aaai.v37i13.26835
Chen, J., Or, C. K., & Chen, T. (2022). Effectiveness of Using Virtual Reality–Supported Exercise Therapy for Upper Extremity Motor Rehabilitation in Patients With Stroke: Systematic Review and Meta-analysis of Randomized Controlled Trials. Journal of Medical Internet Research, 24(6), e24111. https://doi.org/10.2196/24111
Cheung, F., & Leung, W.-F. (2021). Virtual Influencers As Celebrity Endorsers. In International Journal of Management and Applied Science (Issue 7). http://iraj.in
Firman, A., Ilyas, G. B., Reza, H. K., Lestari, S. D., & Putra, A. H. P. K. (2021). The Mediating Role of Customer Trust on the Relationships of Celebrity Endorsement and E-WOM to Instagram Purchase Intention. Jurnal Minds: Manajemen Ide Dan Inspirasi, 8(1), 107. https://doi.org/10.24252/minds.v8i1.20594
Franke, C., Groeppel-Klein, A., & Müller, K. (2023). Consumers’ Responses to Virtual Influencers as Advertising Endorsers: Novel and Effective or Uncanny and Deceiving? Journal of Advertising, 52(4), 523–539. https://doi.org/10.1080/00913367.2022.2154721
Greenberg, D. M., Matz, S. C., Schwartz, H. A., & Fricke, K. R. (2021). The self-congruity effect of music. Journal of Personality and Social Psychology, 121(1), 137–150. https://doi.org/10.1037/pspp0000293
Haleem, A., Javaid, M., Asim Qadri, M., Pratap Singh, R., & Suman, R. (2022). Artificial intelligence (AI) applications for marketing: A literature-based study. International Journal of Intelligent Networks, 3, 119–132. https://doi.org/10.1016/j.ijin.2022.08.005
Hye, E. (2023). Content Marketing Strategy for Affiliate Marketing E-Commerce Company in the Dutch market. Case: Bonusway OyThesis Title Content Marketing Strategy for Driving Growth in Affiliate Marketing E-commerce in the Dutch market Number of pages and appendix pages 38 + 1.
Lavdas, A., Salingaros, N., & Sussman, A. (2021). Visual Attention Software: A New Tool for Understanding the “Subliminal” Experience of the Built Environment. Applied Sciences, 11(13), 6197. https://doi.org/10.3390/app11136197
Li, J., Huang, J., & Li, Y. (2023). Examining the effects of authenticity fit and association fit: A digital human avatar endorsement model. Journal of Retailing and Consumer Services, 71, 103230. https://doi.org/10.1016/j.jretconser.2022.103230
Lou, C., Kang, H., & Tse, C. H. (2022). Bots vs. humans: how schema congruity, contingency-based interactivity, and sympathy influence consumer perceptions and patronage intentions. International Journal of Advertising, 41(4), 655–684. https://doi.org/10.1080/02650487.2021.1951510
Mishra, S., & Tyagi, A. K. (2022). The Role of Machine Learning Techniques in Internet of Things-Based Cloud Applications (pp. 105–135). https://doi.org/10.1007/978-3-030-87059-1_4
Nadube, P. M., & Gowon, E. (2020). Celebrity Endorsement And Sales Performance Of Telecommunication Firms In Port-Harcourt. In International Journal of Innovations in Strategic Management and Marketing (Vol. 8, Issue 1).
Nguyen, L. (2023). Artificial Intelligence in E-commerce Progressive AI application as a solution to improve customer experience in the E-commerce industry.
Nwachukwu, D., & Affen, M. (2023). Artificial Intelligence Marketing Practices: The Way Forward to Better Customer Experience Management in Africa (Systematic Literature Review). https://www.researchgate.net/publication/369370172
Owusu Asante, I., Jiang, Y., Md Hossin, A., & Luo, X. (2023). Optimization Of Consumer Engagement With Artificial Intelligence Elements On Electronic Commerce Platforms. In Journal of Electronic Commerce Research (Vol. 24).
Pelau, C., Nistoreanu, P., Lazar, L., & Badescu, R. (2022). Celebrity vs. Product: A Neuroscientific Approach to the Distractors in Food Advertising for Sustainable Marketing. Sustainability, 14(19), 12768. https://doi.org/10.3390/su141912768
Rathore, B. (2023). Integration of Artificial Intelligence& It’s Practices in Apparel Industry. In International Journal of New Media Studies (IJNMS): Vol. ISSN.
Sarath Kumar Boddu, R., Santoki, A. A., Khurana, S., Vitthal Koli, P., Rai, R., & Agrawal, A. (2022). An analysis to understand the role of machine learning, robotics and artificial intelligence in digital marketing. Materials Today: Proceedings, 56, 2288–2292. https://doi.org/10.1016/j.matpr.2021.11.637
Singh, R. K., Kushwaha, B. P., Chadha, T., & Singh, V. A. (2021). Influence Of Digital Media Marketing And Celebrity Endorsement On Consumer Purchase Intention. Journal of Content, Community and Communication, 14(7), 145–158. https://doi.org/10.31620/JCCC.12.21/12
Thomas, V. L., & Fowler, K. (2021). Close Encounters of the AI Kind: Use of AI Influencers As Brand Endorsers. Journal of Advertising, 50(1), 11–25. https://doi.org/10.1080/00913367.2020.1810595
Verma, S., Sharma, R., Deb, S., & Maitra, D. (2021). Artificial intelligence in marketing: Systematic review and future research direction. International Journal of Information Management Data Insights, 1(1), 100002. https://doi.org/10.1016/j.jjimei.2020.100002
Yin, J., & Qiu, X. (2021). AI Technology and Online Purchase Intention: Structural Equation Model Based on Perceived Value. Sustainability, 13(10), 5671. https://doi.org/10.3390/su13105671
Zhou, F., Mou, J., Su, Q., & Jim Wu, Y. C. (2020). How does consumers’ Perception of Sports Stars’ Personal Brand Promote Consumers’ brand love? A mediation model of global brand equity. Journal of Retailing and Consumer Services, 54, 102012. https://doi.org/10.1016/j.jretconser.2019.102012
Authors
Akbari, D. A., Sumarwan, U., Hasanah, N., & Edison, R. E. (2024). Comparing the Effectiveness of Human and AI-Generated Endorsers in Advertising Campaigns. Agregat: Jurnal Ekonomi Dan Bisnis, 7(2). https://doi.org/10.22236/agregat_vol7.i2/12491
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