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

Kary Lok Yan CHAN; Tracy Junfeng Zhang

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

Department of Management, Marketing and Information Systems

Research output: Chapter in book/report/conference proceeding › Conference proceeding › peer-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.

Original language	English
Title of host publication	Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium
Subtitle of host publication	Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit
Editors	C. Strong, C. Bosangit, N. Koenig-Lewis, Z. Lee, O. Moldes Andres, E. Rosier
Publisher	Academy of Marketing
Number of pages	1
ISBN (Print)	9781399990608
Publication status	Published - 2 Jul 2024
Event	2024 Academy of Marketing Conference, AM2024: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit - Cardiff University, Cardiff, United Kingdom Duration: 1 Jul 2024 → 4 Jul 2024 https://academyofmarketing.org/am2024-conference/ (Conference webpage) https://virtual.oxfordabstracts.com/#/event/8047/program (Conference program) https://academyofmarketing.org/wp-content/uploads/2023/10/AM2024-PROCEEDINGS-.pdf (Conference proceedings)

Conference

Conference	2024 Academy of Marketing Conference, AM2024
Country/Territory	United Kingdom
City	Cardiff
Period	1/07/24 → 4/07/24
Internet address	https://academyofmarketing.org/am2024-conference/ (Conference webpage) https://virtual.oxfordabstracts.com/#/event/8047/program (Conference program) https://academyofmarketing.org/wp-content/uploads/2023/10/AM2024-PROCEEDINGS-.pdf (Conference proceedings)

Cite this

CHAN, K. L. Y., & Zhang, T. J. (2024). The Effectiveness of Virtual Influencers on Customer Engagement on Social Media: A Conceptual Model. In C. Strong, C. Bosangit, N. Koenig-Lewis, Z. Lee, O. Moldes Andres, & E. Rosier (Eds.), Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit Article 147 Academy of Marketing.

CHAN, Kary Lok Yan ; Zhang, Tracy Junfeng. / The Effectiveness of Virtual Influencers on Customer Engagement on Social Media: A Conceptual Model. Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit. editor / C. Strong ; C. Bosangit ; N. Koenig-Lewis ; Z. Lee ; O. Moldes Andres ; E. Rosier. Academy of Marketing, 2024.

@inproceedings{bdd8a721a1d6494197f87bfd1e8d053e,

title = "The Effectiveness of Virtual Influencers on Customer Engagement on Social Media: A Conceptual Model",

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.",

author = "CHAN, \{Kary Lok Yan\} and Zhang, \{Tracy Junfeng\}",

year = "2024",

month = jul,

day = "2",

language = "English",

isbn = "9781399990608",

editor = "C. Strong and C. Bosangit and N. Koenig-Lewis and Z. Lee and \{Moldes Andres\}, O. and E. Rosier",

booktitle = "Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium",

publisher = "Academy of Marketing",

note = "2024 Academy of Marketing Conference, AM2024 : Marketing: Fusing resilience and power for public value – igniting marketing{\textquoteright}s social spirit ; Conference date: 01-07-2024 Through 04-07-2024",

url = "https://academyofmarketing.org/am2024-conference/, https://virtual.oxfordabstracts.com/\#/event/8047/program, https://academyofmarketing.org/wp-content/uploads/2023/10/AM2024-PROCEEDINGS-.pdf",

}

CHAN, KLY & Zhang, TJ 2024, The Effectiveness of Virtual Influencers on Customer Engagement on Social Media: A Conceptual Model. in C Strong, C Bosangit, N Koenig-Lewis, Z Lee, O Moldes Andres & E Rosier (eds), Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit., 147, Academy of Marketing, 2024 Academy of Marketing Conference, AM2024, Cardiff, United Kingdom, 1/07/24.

The Effectiveness of Virtual Influencers on Customer Engagement on Social Media: A Conceptual Model. / CHAN, Kary Lok Yan; Zhang, Tracy Junfeng.
Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit. ed. / C. Strong; C. Bosangit; N. Koenig-Lewis; Z. Lee; O. Moldes Andres; E. Rosier. Academy of Marketing, 2024. 147.

Research output: Chapter in book/report/conference proceeding › Conference proceeding › peer-review

TY - GEN

T1 - The Effectiveness of Virtual Influencers on Customer Engagement on Social Media: A Conceptual Model

AU - CHAN, Kary Lok Yan

AU - Zhang, Tracy Junfeng

PY - 2024/7/2

Y1 - 2024/7/2

N2 - 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.

AB - 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.

UR - https://academyofmarketing.org/wp-content/uploads/2023/10/AM2024-PROCEEDINGS-.pdf

M3 - Conference proceeding

SN - 9781399990608

BT - Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium

A2 - Strong, C.

A2 - Bosangit, C.

A2 - Koenig-Lewis, N.

A2 - Lee, Z.

A2 - Moldes Andres, O.

A2 - Rosier, E.

PB - Academy of Marketing

T2 - 2024 Academy of Marketing Conference, AM2024

Y2 - 1 July 2024 through 4 July 2024

ER -

CHAN KLY, Zhang TJ. The Effectiveness of Virtual Influencers on Customer Engagement on Social Media: A Conceptual Model. In Strong C, Bosangit C, Koenig-Lewis N, Lee Z, Moldes Andres O, Rosier E, editors, Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit. Academy of Marketing. 2024. 147

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

Abstract

Conference

Other files and links

Fingerprint

Cite this