{"title":"Can a 2D shark girl be an influencer? uncovering prevailing archetypes in the virtual entertainer industry","authors":"Yee Heng Tan , Barbara R. Greene","doi":"10.1016/j.jbusres.2024.114951","DOIUrl":null,"url":null,"abstract":"<div><p>The rise of virtual technology has served as a catalyst for a new influencer model – one with a crafted persona and an animated avatar. These virtual entertainers excel in engaging audiences and have become increasingly popular as a promising industry with many prospective opportunities. However, research within this industry is limited and lacks consistency. This paper aims to establish an emergent theory for the virtual entertainer industry. First, the concept of a virtual entertainer is introduced and defined along with key developments in the evolution of the industry. Using content analysis on 1189 comments and clustering 293 channels with over 180,000 livestreams, the paper identifies 3 key dimensions of virtual entertainers – (1) Organizational Support, (2) Self Expression and (3) Activity; and 5 distinguishing archetypes for virtual entertainers. The performances of these archetypes were compared across multiple success indicators, providing insights for understanding and developing positioning strategies within this growing industry.</p></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":"186 ","pages":"Article 114951"},"PeriodicalIF":10.5000,"publicationDate":"2024-09-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S0148296324004557/pdfft?md5=5d29bb8304d30787378d044566723077&pid=1-s2.0-S0148296324004557-main.pdf","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Business Research","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0148296324004557","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
The rise of virtual technology has served as a catalyst for a new influencer model – one with a crafted persona and an animated avatar. These virtual entertainers excel in engaging audiences and have become increasingly popular as a promising industry with many prospective opportunities. However, research within this industry is limited and lacks consistency. This paper aims to establish an emergent theory for the virtual entertainer industry. First, the concept of a virtual entertainer is introduced and defined along with key developments in the evolution of the industry. Using content analysis on 1189 comments and clustering 293 channels with over 180,000 livestreams, the paper identifies 3 key dimensions of virtual entertainers – (1) Organizational Support, (2) Self Expression and (3) Activity; and 5 distinguishing archetypes for virtual entertainers. The performances of these archetypes were compared across multiple success indicators, providing insights for understanding and developing positioning strategies within this growing industry.
期刊介绍：
The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.
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