Abstract
This study examined consumers’ response to virtual influencers’ (VIs) endorsement of non-fungible tokens — unique digital collectibles functioning as a novel type of fan merchandise. Sentiment analysis of emojis and text in 3,684 user comments revealed consumers responded least favorably to non-human VIs than anime-like and human-like VIs. Consumers also responded more favorably to VIs with less followers and no account verification. However, these findings only occurred for consistent indicators of influencer tier (followers, account verification).
Original language | English |
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Publication status | Published - 8 Aug 2024 |
Event | Association for Education in Journalism and Mass Communication (AEJMC) 2024 107th Annual Conference: Representation and Voice — The Future of Democracy - Philadelphia Marriott Downtown, Philadelphia, United States Duration: 8 Aug 2024 → 11 Aug 2024 https://community.aejmc.org/conference/home (Link to conference website) https://community.aejmc.org/conference/schedule/program (Link to conference programme) https://community.aejmc.org/conference/paper-competition/paperabstracts (Link to conference paper abstract) |
Conference
Conference | Association for Education in Journalism and Mass Communication (AEJMC) 2024 107th Annual Conference |
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Country/Territory | United States |
City | Philadelphia |
Period | 8/08/24 → 11/08/24 |
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