Virtual influencer as celebrity endorsers
Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 12 - Chapter in an edited book (Author) › peer-review
Author(s)
Related Research Unit(s)
Detail(s)
Original language | English |
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Title of host publication | Advances in Global Services and Retail Management |
Editors | Cihan Cobanoglu, Valentina Della Corte |
Publisher | USF M3 Publishing |
Number of pages | 7 |
Volume | 2 |
ISBN (electronic) | 9781955833035 |
Publication status | Published - 2021 |
Link(s)
DOI | DOI |
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Permanent Link | https://scholars.cityu.edu.hk/en/publications/publication(32d5ca09-2da0-46d1-9472-3d14a61e9b8c).html |
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.
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 Works › RGC 12 - Chapter in an edited book (Author) › peer-review