Beyond the Hype: The Perceived Usefulness of Virtual Influencers in the Communication Industry
(2024) SKOM12 20241Department 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:
http://lup.lub.lu.se/student-papers/record/9155891
- author
- Turatus, Christoph LU
- supervisor
- organization
- course
- SKOM12 20241
- year
- 2024
- 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}}, }