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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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    Cited by:

    1. 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).

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