Virtual influencers increase Gen Z brand engagement

Tóm tắt

Nowadays, using virtual influencers is becoming a popular trend, accompanied by technological developments, giving businesses the ability to use images of famous people to enhance interaction with customers, and flexibly adjust styles and designs according to trends quickly. However, there are still few businesses applying this virtual influencer model and looking for ways to build an image that suits customer needs. This study investigates of young consumers' perceptions of virtual influencers, factors enhance interaction and image of virtual influencers to young customers. Using qualitative research method with first netnography, then in-depth interviews, conducted through online community research and face-to-face semi-structured interviews. Research results show that clearly defining the characteristics and personalities of virtual influencers has a positive effect on customer attraction while enhancing their interaction with brands. The study also proposes important theoretical and administrative contributions. A virtual influencer is another version of a real influencer, thus creating a close connection between these two versions, which can increase the connection with customers. It is also necessary to create a unique personality, a clear story, and combine the brand identity between the virtual version and the real version to create a highlight for the virtual version. In addition, the personification of the virtual version creates the effect of attracting customers with human-like consciousness and characteristics through the use of language and communication behaviours on the social networks of real influencers.