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These studies suggest that human presence in ads increases consumer engagement by enhancing social presence, personifying brand visuals, and incorporating social interactivity.
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The presence of human elements in advertisements, particularly on social media, has become a significant factor in driving consumer engagement. This synthesis explores how human presence, through social presence and personified brand visuals, influences consumer engagement and brand loyalty.
Social Presence and Brand Engagement:
Role of Firm-Generated Content and Consumer Commitment:
Social Interactivity and Brand Loyalty:
Human presence in advertisements, particularly through social presence and personified brand visuals, significantly enhances consumer engagement. This engagement is further influenced by the quality of firm-generated content, consumer commitment, and social interactivity. Brands that effectively utilize these elements can foster stronger consumer-brand connections and loyalty.
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