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 |
|---|---|
| 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://www.yumpu.com/en/document/view/68765644/24aejmcconferenceprogram073124 (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 |
|---|---|
| Country/Territory | United States |
| City | Philadelphia |
| Period | 8/08/24 → 11/08/24 |
| Internet address |
|