Rodyti trumpą aprašą

dc.rights.licenseKūrybinių bendrijų licencija / Creative Commons licenceen_US
dc.contributor.authorNalivaikė, Jolanta
dc.contributor.authorMiliukaitė, Gabrielė
dc.date.accessioned2024-09-25T10:21:32Z
dc.date.available2024-09-25T10:21:32Z
dc.date.issued2024
dc.date.submitted2024-03-25
dc.identifier.citationNalivaikė, J., & Miliukaitė, G. (2024). Influence of AI-generated avatars on consumer trust in the brand. In New Trends in Contemporary Economics, Business and Management. Selected Proceedings of the 14th International Scientific Conference “Business and Management 2024”, pp. 601–610. https://doi.org/10.3846/bm.2024.1191en_US
dc.identifier.issn2029-4441en_US
dc.identifier.urihttps://etalpykla.vilniustech.lt/handle/123456789/154930
dc.description.abstractArtificial intelligence is emerging in almost every aspect of consumer life, making AI-powered content generation a significant brand marketing tool. Avatars are one of the AI-powered tools that are changing the way consumers interact with brands. The market for avatars is growing rapidly, so the question of their use in brand marketing is becoming more and more relevant. This paper tries to find out what decisions of avatars created by artificial intelligence allow to influence consumer trust in the brand, and what influence avatars have in creating consumer trust. The article analyzes the theoretical aspects of the use of avatars in creating consumer trust in a brand. It was revealed that avatars create emotional and cognitive trust in users’ subconscious. The visual and audio elements of avatars can be elements of “reassurance” in users’ subconscious, thereby reducing the feeling of uncertainty and ambiguity and shaping perceived familiarity. Emotional and cognitive trust shape consumer experience, brand recognition, brand love and loyalty. Emotional trust in an avatar has a greater impact on consumers’ trust in the brand and thus on their purchase decision. Cognitive trust is related to the avatar’s role as an expert, while emotional trust is built through the avatar’s appeal to the user.en_US
dc.format.extent10 p.en_US
dc.format.mediumTekstas / Texten_US
dc.language.isoenen_US
dc.relation.urihttps://etalpykla.vilniustech.lt/handle/123456789/154651en_US
dc.relation.urihttps://etalpykla.vilniustech.lt/handle/123456789/154652en_US
dc.rightsAttribution 4.0 International*
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/*
dc.source.urihttps://vilniustech.lt/bmen_US
dc.subjectArtificial Intelligenceen_US
dc.subjectinfluenceren_US
dc.subjectavataren_US
dc.subjectconsumer trusten_US
dc.subjectbranden_US
dc.titleInfluence of AI-generated avatars on consumer trust in the branden_US
dc.typeKonferencijos publikacija / Conference paperen_US
dcterms.accessRightsLaisvai prieinamas / Openly availableen_US
dcterms.accrualMethodRankinis pateikimas / Manual submissionen_US
dcterms.alternativeV. New perspectives on management and resilience of business organisationsen_US
dcterms.dateAccepted2024-04-30
dcterms.issued2024-09-25
dcterms.licenseCC BYen_US
dcterms.references52en_US
dc.description.versionTaip / Yesen_US
dc.type.pubtypeP1d - Straipsnis recenzuotame konferencijos darbų leidinyje / Paper published in peer-reviewed conference publicationen_US
dc.contributor.orcidhttps://orcid.org/0000-0003-1009-4111, Nalivaikė Jolanta
dc.contributor.orcidhttps://orcid.org/0009-0007-1906-8469, Miliukaitė Gabrielė
dc.contributor.institutionVilnius Gediminas Technical Universityen_US
dc.contributor.facultyVerslo vadybos fakultetas / Faculty of Business Managementen_US
dc.contributor.departmentVadybos katedra / Department of Managementen_US
dcterms.sourcetitle14th International Scientific Conference “Business and Management 2024”en_US
dc.description.volumeIen_US
dc.identifier.eisbn9786094763632en_US
dc.identifier.eissn2029-929Xen_US
dc.publisher.nameVilnius Gediminas Technical Universityen_US
dc.publisher.nameVilniaus Gedimino technikos universitetasen_US
dc.publisher.countryLithuaniaen_US
dc.publisher.countryLietuvaen_US
dc.publisher.cityVilniusen_US
dc.date.firstonline2024-09-25
dc.identifier.doihttps://doi.org/10.3846/bm.2024.1191en_US


Šio įrašo failai

Thumbnail
Thumbnail
Thumbnail

Šis įrašas yra šioje (-se) kolekcijoje (-ose)

Rodyti trumpą aprašą

Kūrybinių bendrijų licencija / Creative Commons licence
Išskyrus atvejus, kai nurodyta kitaip, šio įrašo licencija apibrėžiama taipKūrybinių bendrijų licencija / Creative Commons licence