Predictors Affecting Effects of Virtual Influencer Advertising among College Students

초록

Currently, in many realms, such as entertainment and marketing communications, human influencers have been replaced by virtual ones. As a result, marketing researchers are devoting more attention to the use of virtual influencers. The current study investigates predictors affecting the effects of virtual influencer advertising. Specifically, this study is designed to examine the effects of para-social interaction as relationships between virtual influencer and audiences. In addition, this study delves into the effects of perceived human-likeness, perceived predictability, and perceived authenticity in the evaluation of virtual influencer advertising. For this study, a total of 179 college students majoring in advertising and public relations participated in exchange for course credits. To collect data, an online survey site was created through Qualtrics. This study found that parasocial interactions with a virtual influencer positively affect attitude toward a virtual influencer. Furthermore, perceived human-likeness, perceived predictability, and perceived authenticity also positively influence attitude toward a virtual influencer. Lastly, study findings suggest that attitude toward a virtual influencer has a positive impact on attitude toward adverts. Theoretical as well as practical implications are discussed. © 2023 by the author.

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