Virtual Celebrities for Fashion Branding in China

Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review

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Detail(s)

Original languageEnglish
Title of host publication4th International Symposium on Frontiers of Economics and Management Science (FEMS 2023)
EditorsM. Yin, P. Wang, T. Kuang
PublisherEDP Sciences
Publication statusPublished - 2023

Publication series

NameSHS Web of Conferences
Volume169
ISSN (electronic)2261-2424

Conference

Title4th International Symposium on Frontiers of Economics and Management Science (FEMS 2023)
Location
PlaceChina
CityMacao
Period15 - 16 April 2023

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DOI

DOI
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Publisher's Copyright Statement
  • This full text is made available under CC-BY 4.0. https://creativecommons.org/licenses/by/4.0/
Permanent Link https://scholars.cityu.edu.hk/en/publications/publication(a8d0b992-1149-4c50-93a6-030b1b56c3b6).html

Abstract

Luxury fashion brands heavily use celebrity endorsements for promotion. However, there are risks that a real-person celebrity may trigger controversial issues which may negatively affect the endorsed brand. Virtual influencers look very close to real people thanks to development of technology. Thus marketers have an opportunity to adopt virtual celebrities instead of real-person celebrities to avoid risks of scandals caused by human beings. It is of interest to find out whether virtual celebrities have similar influencing effect as realperson celebrities over customers’ purchase decision in the fashion industry? Will customers’ attitude and perceptions towards both types of celebrities the same? Will virtual celebrities replace real-person celebrities? As Gucci and LV adopt both real-person celebrities and virtual celebrities, we use video ads of Gucci and photo ads of LV for comparison. The results show that virtual celebrities may still lag behind real-person celebrities from the perspectives of a modified customer action model and characteristics of celebrities. However, the appearance of meta-human virtual celebrities and enhancing recognition of virtual celebrities may help improve the effectiveness of virtual celebrities. © The Authors, published by EDP Sciences, 2023

Research Area(s)

  • celebrity endorsement, virtual celebrity, meta-human celebrity, attractiveness, trustworthiness, expertise, modified customer action model

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Publication fingerprints text

100
China Arts and Humanities
100
Virtual Arts and Humanities
100
Human Being Social Sciences
100
Luxuries Social Sciences
100
Influencer Social Sciences
100
Fashion Industry Social Sciences
100
Marketer Engineering
20
ads Arts and Humanities
20
Gucci Arts and Humanities
10
Action Arts and Humanities
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Citation Format(s)

[ RIS ] [ BibTeX ]
Virtual Celebrities for Fashion Branding in China. / Cheung, Fanny Sau Lan; Leung, Wing-Fai; Cheung, Cherry Cheuk Wa.
4th International Symposium on Frontiers of Economics and Management Science (FEMS 2023). ed. / M. Yin; P. Wang; T. Kuang. EDP Sciences, 2023. 01076 (SHS Web of Conferences; Vol. 169).

Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review

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