Abstract
This study compares the persuasion strategies and outcomes between human and virtual influencers. Sentiment analysis indicated a positivity bias of Instagram posts from human and virtual influencers. Topic modeling revealed that both influencers asserted their opinion leadership in different ways: Human influencers engaged in active self-promotion, while virtual influencers emphasized their identity. A natural experiment found that human influencers elicited greater engagement than virtual influencers. Influencer tier and Instagram verification significantly interacted to affect engagement.
Original language | English |
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Publication status | Published - 6 Aug 2022 |
Event | Association for Education in Journalism and Mass Communication (AEJMC) 2022 105th Annual Conference - Detroit, United States Duration: 3 Aug 2022 → 6 Aug 2022 http://www.aejmc.com/home/2022/07/2022-abstracts/ |
Conference
Conference | Association for Education in Journalism and Mass Communication (AEJMC) 2022 105th Annual Conference |
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Country/Territory | United States |
City | Detroit |
Period | 3/08/22 → 6/08/22 |
Internet address |