AI-driven influencer marketing: Comparing the effects of virtual and human influencers on consumer perceptions

Computer generated virtual influencers are currently one of the most important brand communication trends driven by artificial intelligence. While numerous studies on human social media influencers already exist, the field of virtual influencers is still largely unexplored, which is especially true regarding their impact on consumer perceptions. Against this background, the aim of this study is to empirically investigate consumer perceptions of virtual influencers in comparison to traditional social media influencers. We conduct an exploratory experiment to test the effect of virtual and human influencers on credibility, competence, likability, and purchase intentions. The results show no significant differences between virtual and human influencers, except for the variable likeability. Implications for management and future research are discussed

Cyclic nucleotide specificity of the activator and catalytic sites of a cGMP-stimulated cGMP phosphodiesterase from Dictyostelium discoideum

The cellular slime mold Dictyostelium discoideum has an intracellular phosphodiesterase which specifically hydrolyzes cGMP. The enzyme is activated by low cGMP concentrations, and is involved in the reduction of chemoattractant-mediated elevations of cGMP levels. The interaction of 20 cGMP derivatives with the activator site and with the catalytic site of the enzyme has been investigated. Binding of cGMP to the activator site is strongly reduced (more than 80-fold) if cGMP is no longer able to form a hydrogen bond at N2H2 or O2’H. Modifications at N7, C8, O3’ and O5’ induce only a small reduction of binding affinity. A cyclic phosphate structure, as well as a negatively charged oxygen atom at phosphorus, are essential to obtain activation of the enzyme. Substitution of the axial exocyclic oxygen atom by sulphur is tolerated; modification of the equatorial oxygen atom reduces the binding activity of cGMP to the activator site by 90-fold. Binding of cGMP to the catalytic site is strongly reduced if cGMP is modified at N1H, C6O, C8 and O3’, while modifications at N2H2, N3, N7, O2’H, and O5’ have minor effects. Both exocyclic oxygen atoms are important to obtain binding of cGMP to the catalytic site. The results indicate that activation of the enzyme by cGMP and hydrolysis of cGMP occur at different sites of the enzyme. cGMP is recognized at these sites by different types of molecular interaction between cGMP and the protein. cGMP derivatives at concentrations which saturate the activator site do not induce the same degree of activation of the enzyme (activation 2.3-6.6-fold). The binding affinities of the analogues for the activator site and their maximal activation are not correlated. Our results suggest that the enzyme is activated because cGMP bound to the activator site stabilizes a state of the enzyme which has a higher affinity for cGMP at the catalytic site.

Common and Segregated Processing of Observed Actions in Human SPL

To clarify the functional organization of parietal cortex involved in action observation, we scanned subjects observing 3 widely different classes of actions: Manipulation with the hands, locomotion, and climbing. An effector-based organization predicts that parietal regions involved in the observation of climbing should not differ from those involved in observing manipulation and locomotion, opposite to the prediction of an organization based upon the action performed. Compared with individual controls, the observation of climbing evoked activity in dorsal superior parietal lobule (SPL), extending into precuneus and posterior cingulate sulcus. Observation of locomotion differentially activated similar regions less strongly. Observation of manipulation activated ventro-rostral SPL, including putative human AIP (phAIP). Using interaction testing and exclusive masking to directly compare the parietal regions involved in observing the 3 action classes, relative to the controls, revealed that the rostral part of dorsal SPL was specifically involved in observing climbing and phAIP in observing manipulation. Parietal regions common to observing all 3 action classes were restricted and likely reflected higher order visual processing of body posture and 3D structure from motion. These results support a functional organization of some parietal regions involved in action observation according to the type of action in the case of climbing and manipulation

The resting human brain and motor learning.

Functionally related brain networks are engaged even in the absence of an overt behavior. The role of this resting state activity, evident as low-frequency fluctuations of BOLD (see [1] for review, [2-4]) or electrical [5, 6] signals, is unclear. Two major proposals are that resting state activity supports introspective thought or supports responses to future events [7]. An alternative perspective is that the resting brain actively and selectively processes previous experiences [8]. Here we show that motor learning can modulate subsequent activity within resting networks. BOLD signal was recorded during rest periods before and after an 11 min visuomotor training session. Motor learning but not motor performance modulated a fronto-parietal resting state network (RSN). Along with the fronto-parietal network, a cerebellar network not previously reported as an RSN was also specifically altered by learning. Both of these networks are engaged during learning of similar visuomotor tasks [9-22]. Thus, we provide the first description of the modulation of specific RSNs by prior learning--but not by prior performance--revealing a novel connection between the neuroplastic mechanisms of learning and resting state activity. Our approach may provide a powerful tool for exploration of the systems involved in memory consolidation