{"title":"假人真影响者:虚拟影响者传播中真实性与人性化的相互作用?","authors":"Naan Ju, Terry Kim, Hyunjoo Im","doi":"10.1186/s40691-024-00380-0","DOIUrl":null,"url":null,"abstract":"<div><p>Recently, there has been a lot of interest in industry and academia in virtual influencers (VIs). This study aimed to augment the understanding of VI marketing by exploring the relationship between VI’s characteristics (i.e., their humanlikeness level and operator type), their social media post characteristics (i.e., emotional expression, use of pronouns, use of punctuation marks), and consumer engagement. The analysis of three popular VIs’ Instagram profiles and posts revealed that VIs with less humanlike appearances tend to exhibit stronger positive emotional expressions. Interestingly, the level of humanlikeness in appearance was not associated with VI's other post characteristics, suggesting other intrinsic factors (e.g., the VI’s character and virtual universe) may play a pivotal role. Whether a brand operates the VI or not made a statistically significant difference in the VI’s post characteristics. Assessment of user engagement metrics (i.e., number of likes and comments) showed that users prefer hyper-realistic VIs and VIs operated by non-brand agencies, underscoring the importance of perceived authenticity in the digital realm. The emotions expressed by VIs, along with their use of punctuation, were positively related to user engagement.</p></div>","PeriodicalId":555,"journal":{"name":"Fashion and Textiles","volume":"11 1","pages":""},"PeriodicalIF":2.3000,"publicationDate":"2024-03-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://fashionandtextiles.springeropen.com/counter/pdf/10.1186/s40691-024-00380-0","citationCount":"0","resultStr":"{\"title\":\"Fake human but real influencer: the interplay of authenticity and humanlikeness in Virtual Influencer communication?\",\"authors\":\"Naan Ju, Terry Kim, Hyunjoo Im\",\"doi\":\"10.1186/s40691-024-00380-0\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><p>Recently, there has been a lot of interest in industry and academia in virtual influencers (VIs). This study aimed to augment the understanding of VI marketing by exploring the relationship between VI’s characteristics (i.e., their humanlikeness level and operator type), their social media post characteristics (i.e., emotional expression, use of pronouns, use of punctuation marks), and consumer engagement. The analysis of three popular VIs’ Instagram profiles and posts revealed that VIs with less humanlike appearances tend to exhibit stronger positive emotional expressions. Interestingly, the level of humanlikeness in appearance was not associated with VI's other post characteristics, suggesting other intrinsic factors (e.g., the VI’s character and virtual universe) may play a pivotal role. Whether a brand operates the VI or not made a statistically significant difference in the VI’s post characteristics. Assessment of user engagement metrics (i.e., number of likes and comments) showed that users prefer hyper-realistic VIs and VIs operated by non-brand agencies, underscoring the importance of perceived authenticity in the digital realm. The emotions expressed by VIs, along with their use of punctuation, were positively related to user engagement.</p></div>\",\"PeriodicalId\":555,\"journal\":{\"name\":\"Fashion and Textiles\",\"volume\":\"11 1\",\"pages\":\"\"},\"PeriodicalIF\":2.3000,\"publicationDate\":\"2024-03-15\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://fashionandtextiles.springeropen.com/counter/pdf/10.1186/s40691-024-00380-0\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Fashion and Textiles\",\"FirstCategoryId\":\"88\",\"ListUrlMain\":\"https://link.springer.com/article/10.1186/s40691-024-00380-0\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"MATERIALS SCIENCE, TEXTILES\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Fashion and Textiles","FirstCategoryId":"88","ListUrlMain":"https://link.springer.com/article/10.1186/s40691-024-00380-0","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"MATERIALS SCIENCE, TEXTILES","Score":null,"Total":0}
引用次数: 0
摘要
最近,业界和学术界对虚拟影响者(VI)产生了浓厚的兴趣。本研究旨在通过探讨虚拟影响者的特征(即其人性化程度和操作者类型)、其社交媒体帖子特征(即情感表达、代词的使用、标点符号的使用)和消费者参与度之间的关系,加深对虚拟影响者营销的理解。对三种流行虚拟形象的Instagram个人资料和帖子进行分析后发现,外观不太像人类的虚拟形象往往表现出更强烈的正面情绪表达。有趣的是,外观的人性化程度与VI的其他帖子特征无关,这表明其他内在因素(如VI的性格和虚拟世界)可能起着关键作用。在统计学上,品牌是否运营 VI 对 VI 的帖子特征有显著差异。对用户参与度指标(即点赞数和评论数)的评估显示,用户更喜欢超真实的 VI 和由非品牌机构运营的 VI,这凸显了数字领域感知真实性的重要性。VI所表达的情感以及标点符号的使用与用户参与度呈正相关。
Fake human but real influencer: the interplay of authenticity and humanlikeness in Virtual Influencer communication?
Recently, there has been a lot of interest in industry and academia in virtual influencers (VIs). This study aimed to augment the understanding of VI marketing by exploring the relationship between VI’s characteristics (i.e., their humanlikeness level and operator type), their social media post characteristics (i.e., emotional expression, use of pronouns, use of punctuation marks), and consumer engagement. The analysis of three popular VIs’ Instagram profiles and posts revealed that VIs with less humanlike appearances tend to exhibit stronger positive emotional expressions. Interestingly, the level of humanlikeness in appearance was not associated with VI's other post characteristics, suggesting other intrinsic factors (e.g., the VI’s character and virtual universe) may play a pivotal role. Whether a brand operates the VI or not made a statistically significant difference in the VI’s post characteristics. Assessment of user engagement metrics (i.e., number of likes and comments) showed that users prefer hyper-realistic VIs and VIs operated by non-brand agencies, underscoring the importance of perceived authenticity in the digital realm. The emotions expressed by VIs, along with their use of punctuation, were positively related to user engagement.
期刊介绍:
Fashion and Textiles aims to advance knowledge and to seek new perspectives in the fashion and textiles industry worldwide. We welcome original research articles, reviews, case studies, book reviews and letters to the editor.
The scope of the journal includes the following four technical research divisions:
Textile Science and Technology: Textile Material Science and Technology; Dyeing and Finishing; Smart and Intelligent Textiles
Clothing Science and Technology: Physiology of Clothing/Textile Products; Protective clothing ; Smart and Intelligent clothing; Sportswear; Mass customization ; Apparel manufacturing
Economics of Clothing and Textiles/Fashion Business: Management of the Clothing and Textiles Industry; Merchandising; Retailing; Fashion Marketing; Consumer Behavior; Socio-psychology of Fashion
Fashion Design and Cultural Study on Fashion: Aesthetic Aspects of Fashion Product or Design Process; Textiles/Clothing/Fashion Design; Fashion Trend; History of Fashion; Costume or Dress; Fashion Theory; Fashion journalism; Fashion exhibition.