Virtual Influencers as Celebrity Endorsers

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

View graph of relations

Author(s)

Related Research Unit(s)

Detail(s)

Original languageEnglish
Title of host publicationProceedings of IIERD INTERNATIONAL CONFERENCE
Place of PublicationBhubaneswar, India
PublisherInstitute for Technology and Research (ITRESEARCH)
Pages24-28
ISBN (electronic)9789390150281
Publication statusPublished - 2021

Conference

TitleInternational Conference on Business, Commerce and Management Studies (ICBCMS)
PlaceThailand
CityBangkok
Period1 - 2 August 2021

Link(s)

Check@CityULib
Permanent Link https://scholars.cityu.edu.hk/en/publications/publication(323c8ed1-847e-49ef-bee2-09697bea591f).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

Fingerprint

Publication fingerprints text

100
Influencer Social Sciences
100
Celebrity Keyphrases
100
Celebrity Endorseme... Keyphrases
100
Virtual Influencer Keyphrases
100
Attractiveness Computer Science
100
Virtual Influencers Computer Science
100
surveys INIS
100
humans INIS
50
Online Survey Social Sciences
50
Artificial Intellig... Social Sciences
Full Fingerprint ›

Citation Format(s)

[ RIS ] [ BibTeX ]
Virtual Influencers as Celebrity Endorsers. / CHEUNG, Fanny; LEUNG, Wing-Fai.
Proceedings of IIERD INTERNATIONAL CONFERENCE. Bhubaneswar, India: Institute for Technology and Research (ITRESEARCH), 2021. p. 24-28.

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