Humanlike virtual influencers (HVIs) mimic human influencers (HIs), but how do consumers perceive them, and how does this affect persuasion knowledge? This experiment examines how consumers differentiate HVIs from HIs based on two mental states – intentions and emotions– and how differences in mind perception …

Given the rise of digital technology and its assumed impact on psychological well-being, this scoping review systematically examines the literature on Fear of Missing Out (FoMO), which is assumed to play a pivotal role in this dynamic. Although adverse effects of FoMO are commonly assumed, there is still …

Brands are increasingly incorporating social causes into their campaigns to address significant matters. In this context, social media is seen as a pivotal platform, as it has been a driving force behind public engagement and action, and hence the broader recognition of societal issues. For brands that …

Digital Humans are the new way to personalize digital interactions with your customers while building trust and rapport. Because the prove of innovations is in the numbers, in this session Guido Jongen (founder of Virtually Human) and Lotte Willemsen (Professor on the Rotterdam University of Applied …

This three-wave longitudinal study (n = 1341) examined between- and within-person effects linking fear of missing out (FoMO) and social media use to psychological need satisfaction and well-being over time. As such, this study tests the premise that FoMO can be understood as a self-regulatory limbo, …

Ad creativity, based on the originality, meaningfulness, and craftsmanship of a brand message, is widely studied as an important mechanism of advertising success. These studies are based on practitioners’ and consumers’ creativity assessments. The purpose of this study is to evaluate the creativity assessments …

A growing body of research has examined the potential effects of the Fear of Missing Out (FoMO) whereby the Fear of Missing Out Scale has become the most popular measure for assessing the construct. However, there is ambiguity regarding FoMO’s conceptualization and dimensionality. Employing a large representative …

Maar liefst 32 procent van de millennials volgt op sociale media persona’s waarvan ze weten dat ze niet echt zijn. Het gaat om virtuele influencers: niet-menselijke entiteiten die dankzij technologieën als 3D modeling en AI wel echt menselijk lijken en op sociale media actief zijn als influencers. Ze …

Van diversiteit tot aan klimaatcrisis, van duurzaamheid tot #metoo. Op sociale media spreken organisaties zich uit over maatschappelijke issues. Zo droomt beddenfabrikant Koninklijke Auping over een duurzame wereld waar materialen hergebruikt worden voor de toekomstige generatie. Maakt de Vegetarische …

In de samenleving wordt steeds meer naar organisaties gekeken om hun rol te pakken in maatschappelijke kwesties. Ondanks goede bedoelingen komt het regelmatig voor dat organisaties met een purpose onder vuur komen te liggen als zij communiceren over hun maatschappelijke betrokkenheid. Dit whitepaper …