基于真实性的虚拟影响者代言策略研究

Research on virtual influencer endorsement strategies based on authenticity

随着计算机生成图像技术的发展,虚拟影响者成为影响者营销研究和实践的新方向。文章首先探讨了影响者真实性的概念以及虚拟影响者缺乏真实性的原因,接着分析了消费者对虚拟影响者感知真实性的影响因素,包括虚拟影响者的拟人化特征、语言表达、媒介载体、代言的产品与方式以及消费者特征等。基于上述因素,文章为虚拟影响者代言策略提出了可行性建议,以期更好地实现虚拟影响者的市场价值。

With the development of computer generated imagery,virtual influencers have become a new direction in influencer marketing research and practice.This paper explores the concept of influencer authenticity and points out the reasons why virtual influencers lack authenticity.Subsequently,the paper analyzes the factors affecting consumers’perceived authenticity of virtual influencers,including anthropomorphic characteristics,language expression,media carrier,endorsed product and method,as well as consumer characteristics.Given the above factors,the paper proposes practical recommendations for enhancing the endorsement strategy of virtual influencers,in order to better realize the market value of virtual influencers.