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.
|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
|Conference||Association for Education in Journalism and Mass Communication (AEJMC) 2022 105th Annual Conference|
|Period||3/08/22 → 6/08/22|