The Effectiveness of Virtual Influencers on Customer Engagement on Social Media: A Conceptual Model

Kary Lok Yan Chan, Tracy Junfeng Zhang*

*Corresponding author for this work

Research output: Contribution to conferenceConference paperpeer-review

Abstract

This study proposes a conceptual model to explore the effectiveness of virtual influencers in social media marketing. It is suggested that the type of virtual influencer a company uses (human-like virtual influencer vs. anime-like virtual influencer) should be aligned with the social media marketing campaign objective (transactional vs relational) to reduce the likelihood of uncanny valley effect, which helps enhance influencer credibility and customer engagement.

Conference

ConferenceAcademy of Marketing Conference 2024
Abbreviated titleAM2024
Country/TerritoryUnited Kingdom
CityCardiff
Period1/07/244/07/24
Internet address

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