Consumer perceptions of non-fungible tokens as virtual influencers’ fan merchandise

Jiemin Looi*, Lee Ann Kahlor

*Corresponding author for this work

Research output: Contribution to conferenceConference paperpeer-review

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 languageEnglish
Publication statusPublished - 8 Aug 2024
EventAssociation 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 202411 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

ConferenceAssociation for Education in Journalism and Mass Communication (AEJMC) 2024 107th Annual Conference
Country/TerritoryUnited States
CityPhiladelphia
Period8/08/2411/08/24
Internet address

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