Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
Series Vol. 47 , 01 December 2023
Open
Access | Article
Virtual Human Influencer and Its Impact on Consumer Purchase Intention
* Author to whom correspondence should be addressed.
Abstract
Due to the extensive usage of online influencers by marketers, "influencer marketing", a form of which a business recruits and financially compensates social media influencers to spread stories about its product among their thousands of followers, is rising in popularity [1]. Among all kinds of influencer, virtual influencers are digital creatures who naturally love digital products like NFTs and video game skins, making them better spokespeople for metaverse themes. In response to customer demand, the number of effective and active virtual influencers is growing. There are 58 percent of US customers surveyed in March 2022 were already following a virtual influencer. The question in this study is whether customers bought products after virtual influencer recommended. In another word, virtual influencer contact may affect consumers' buying intentions. This study tends to present that in offline and online purchasing contests, virtual influencers improve customer buying intention. According to the finding of this study, the presence of a virtual influencer increases the consumer's propensity to make a purchase once this consumer has been exposed to the presence of the influencer.
Keywords
influencer marketing, virtual influencer, consumer purchase
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
- ISBN (Print)
- 978-1-83558-141-4
- ISBN (Online)
- 978-1-83558-142-1
- Published Date
- 01 December 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/47/20230376
- Copyright
- 01 December 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited