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Beyond the Hype: The Perceived Usefulness of Virtual Influencers in the Communication Industry

Turatus, Christoph LU (2024) SKOM12 20241
Department of Strategic Communication
Abstract
Virtual influencers (VIs) are computer-generated characters gaining traction in influencer marketing, particularly in the US and Asia. This study examines how communication professionals in German-speaking countries (DACH) perceive the usefulness of virtual influencers. Building on the Technology Acceptance Model, a quantitative analysis examines the influence of specific virtual influencer characteristics on perceived usefulness. The results show that attractiveness, authenticity, anthropomorphism, and scalability positively influence perceived usefulness. Although controllability had the highest mean score, it did not show a significant correlation. A factor analysis confirmed the chosen variables but suggested more complex underlying... (More)
Virtual influencers (VIs) are computer-generated characters gaining traction in influencer marketing, particularly in the US and Asia. This study examines how communication professionals in German-speaking countries (DACH) perceive the usefulness of virtual influencers. Building on the Technology Acceptance Model, a quantitative analysis examines the influence of specific virtual influencer characteristics on perceived usefulness. The results show that attractiveness, authenticity, anthropomorphism, and scalability positively influence perceived usefulness. Although controllability had the highest mean score, it did not show a significant correlation. A factor analysis confirmed the chosen variables but suggested more complex underlying constructs. However, the chosen model provided a more precise and easily measurable approach for this study. These findings help understand the application of VIs in communication strategies and provide useful guidance for communication professionals who are considering VIs for their work. Nevertheless, since the field of virtual influencers is dynamic, further research is necessary to explore the evolving landscape of VI technology and its implications. (Less)
Please use this url to cite or link to this publication:
author
Turatus, Christoph LU
supervisor
organization
course
SKOM12 20241
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Virtual Influencer, Perceived Usefulness, Communication Professionals, Technology Acceptance Model, Influencer Marketing
language
English
id
9155891
date added to LUP
2024-06-14 16:07:45
date last changed
2024-06-14 16:07:53
@misc{9155891,
  abstract     = {{Virtual influencers (VIs) are computer-generated characters gaining traction in influencer marketing, particularly in the US and Asia. This study examines how communication professionals in German-speaking countries (DACH) perceive the usefulness of virtual influencers. Building on the Technology Acceptance Model, a quantitative analysis examines the influence of specific virtual influencer characteristics on perceived usefulness. The results show that attractiveness, authenticity, anthropomorphism, and scalability positively influence perceived usefulness. Although controllability had the highest mean score, it did not show a significant correlation. A factor analysis confirmed the chosen variables but suggested more complex underlying constructs. However, the chosen model provided a more precise and easily measurable approach for this study. These findings help understand the application of VIs in communication strategies and provide useful guidance for communication professionals who are considering VIs for their work. Nevertheless, since the field of virtual influencers is dynamic, further research is necessary to explore the evolving landscape of VI technology and its implications.}},
  author       = {{Turatus, Christoph}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Beyond the Hype: The Perceived Usefulness of Virtual Influencers in the Communication Industry}},
  year         = {{2024}},
}