Investigating the Effect of Self-Congruity on Attitudes toward Virtual Influencers: Mediating the Effect of Emotional Attachment

Na, Y.-R.; Kim, Young-Sang; Lee, Daeho

doi:10.1080/10447318.2023.2238365

Cited by 11 publications

(2 citation statements)

References 72 publications

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“…Moreover, these themes also contribute to building theories and provide a basis for future research exploring computer-generated personas in different situations. Furthermore, VIs’ target audience is projected to expand to all age groups, not just to the MZ generation (Na et al , 2023). Companies that use VI storytelling to meet the needs of different demographic groups should be given strategic implications, possibilities and guidelines based on this study’s findings.…”

Section: Conclusion and Discussionmentioning

confidence: 99%

“…Moreover, research indicates that the MZ generation engages in parasocial interactions with VIs more frequently than other age groups (Moustakas et al , 2020; Sands et al , 2022b), prompting businesses to use VIs for product promotion and social media engagement (Moustakas et al , 2020). For instance, South Korea’s Sidus Studio X created the VI Rozy with traits aligned with those favoured by the MZ generation, not just in terms of appearance, but also in terms of morals (Na et al , 2023).…”

Section: Introductionmentioning

confidence: 99%

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Virtual influencer marketing: a study of millennials and gen Z consumer behaviour

Angmo,

Mahajan

2024

QMR

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Purpose Virtual influencers (VIs), who are fictional characters, have gained popularity in recent years, particularly among Generation Z and millennials. With the hype surrounding VIs, more research is required. Thus, this study aims to examine how Gen Z members and millennials react to VIs used for marketing purposes. Design/methodology/approach This study follows an exploratory approach. The data were collected from 29 participants (14 male and 15 female) through two focus groups and semi-structured interviews. Findings The authors found that opinions about VIs were mixed, and two main themes emerged from the study: (1) challenges and potential and (2) decision-making and psychological aspects. Originality/value This study broadens the paradigm for analysing the efficacy of VIs. This emerging topic is of relevance for the marketing sector as well as for transdisciplinary research and practice.

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Section: Conclusion and Discussionmentioning

confidence: 99%