Virtual influencer as celebrity endorsers

Research output: Chapters, Conference Papers, Creative and Literary WorksRGC 12 - Chapter in an edited book (Author)peer-review

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Detail(s)

Original languageEnglish
Title of host publicationAdvances in Global Services and Retail Management
EditorsCihan Cobanoglu, Valentina Della Corte
PublisherUSF M3 Publishing
Number of pages7
Volume2
ISBN (electronic)9781955833035
Publication statusPublished - 2021

Abstract

Human-like virtual influencers frequently appeared on various online platforms in recent years because of the rapid development of information technology and artificial intelligence. It is of interest to find out customers attitude and effectiveness of using virtual celebrity in advertising, and the preferred form of virtual celebrity. Celebrity model which comprises of attractiveness, trustworthiness and expertise has been adopted in this study to assess whether virtual celebrity has similar characteristics of real-person celebrity. An online survey has been conducted to examine whether customers have positive views on virtual celebrities and their opinions on virtual celebrity’s attractiveness, trustworthiness and expertise. Survey findings do not show favourable views on virtual celebrity and cartoon character celebrity is found to be more preferred to human-like celebrity.

Research Area(s)

  • virtual celebrity, attractiveness, trustworthiness, expertise

Citation Format(s)

Virtual influencer as celebrity endorsers. / Cheung, Fanny; Leung, Wing-Fai.
Advances in Global Services and Retail Management. ed. / Cihan Cobanoglu; Valentina Della Corte. Vol. 2 USF M3 Publishing, 2021.

Research output: Chapters, Conference Papers, Creative and Literary WorksRGC 12 - Chapter in an edited book (Author)peer-review