On January 16, we kicked off our AI Series while exploring what AI means for consumers, advertisers, and the rapidly evolving marketplace. Attendees gained access to new research, perspectives, and practical guidance for staying ahead. Panelists dove into actionable strategies for the future of shopping and unveiled Kantar’s groundbreaking “Human-Plus” framework — a human-centric perspective on AI that anticipates consumer needs, marketing opportunities and investment strategies.
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In the digital age, marketers are increasingly utilizing online sales promotions. However, this study hypothesized that offline (versus online) media more effectively induce consumer behavioral responses to sales promotion. Field and lab experiments supported this hypothesis, showing that sending print (versus online) coupons increased redemption behavior. This effect was mediated by cognitive engagement with the content and was more pronounced among consumers with low (versus high) brand attachment. These results were consistently replicated across different product categories.
This study provides behavior-based evidence supporting the effectiveness of offline media and highlights brand attachment as a new moderator of the effect. The findings caution against marketers’ overdependence on online sales promotion and suggest that offline promotional media can enhance consumers’ cognitive engagement with the content, leading to better behavioral outcomes.
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At this Insights Studio, researchers from top institutions presented pioneering work addressing the evolving landscape of advertising. Topics of discussion included: an exploration of virtual influencers and the effectiveness of virtual influencers in real-world versus virtual-world settings, a comprehensive synthesis of over 250 studies examining the complex relationship between advertising and a company’s stock price, and a deep dive into the emerging world of the metaverse with a study on how the presence of employee avatars in virtual stores influences consumer behavior.
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This study investigates the impact of influencer follower size on brand responses. It examines whether micro-, macro- or mega-influencers are more effective in increasing brand awareness, positive brand attitudes and purchase intentions. The study finds that micro-influencers, with fewer than 100,000 followers, are more persuasive than larger influencers due to their higher perceived credibility and similarity to the audience. The research highlights the importance of choosing the right influencer size for marketing campaigns to achieve better brand outcomes.
The study also explores the underlying mechanisms that explain the effects of influencer size on brand responses. It identifies three key factors: wishful identification, perceived credibility and perceived similarity. The findings suggest that micro-influencers are more effective in enhancing brand awareness and positive brand attitudes because they are perceived as more credible and similar to the audience.
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