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 | 105th Annual Conference of Association for Education in Journalism and Mass Communication, AEJMC 2022: Focusing on the Future Together - Detroit, United States Duration: 3 Aug 2022 → 6 Aug 2022 https://www.yumpu.com/en/document/view/67109922/22conferenceprogram (Link to conference programme) |
Conference
| Conference | 105th Annual Conference of Association for Education in Journalism and Mass Communication, AEJMC 2022 |
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| Country/Territory | United States |
| City | Detroit |
| Period | 3/08/22 → 6/08/22 |
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