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dc.contributor.authorKiew, Josie Siu Tingen_US
dc.contributor.authorLee, Michelle Tze Yenen_US
dc.contributor.authorOng, Celine Jia Enen_US
dc.contributor.authorPhua, Zhaoxien_US
dc.identifier.citationKiew, J. S. T., Lee, M. T. Y., Ong, C. J. E. & Phua, Z. (2021). Investigating the marketing effectiveness of virtual influencers. Final Year Project (FYP), Nanyang Technological University, Singapore.
dc.description.abstractGuided by the Uses and Gratification approach along with the Uncanny Valley Theory, this study sought to understand the phenomenon of virtual influencers. Based on an in-depth interview with 26 participants who are following virtual influencers, this study identified user motivations – including information motivation, entertainment motivation, surveillance, aesthetics, and social identification – for following. We also found that followers perceive virtual influencers as uncanny and eerie. However, followers expressed acceptance towards virtual influencers where authenticity, human-likeness, and self-justification were found to mitigate the effects of the uncanny valley. Finally, in terms of its role in advertising effectiveness, we found that virtual influencers are effective for building brand image and brand awareness but lack persuasive ability to incite purchase intentions. The findings advanced extant literature on user motivations for following virtual influencers in the new edge of social media influencers, provided insights on mitigating factors of the uncanny valley, as well as delineated the efficacy of virtual influencers in advertising campaigns.en_US
dc.publisherNanyang Technological Universityen_US
dc.subjectSocial sciences::Communicationen_US
dc.titleInvestigating the marketing effectiveness of virtual influencersen_US
dc.typeFinal Year Project (FYP)en_US
dc.contributor.supervisorChen Louen_US
dc.contributor.schoolWee Kim Wee School of Communication and Informationen_US
dc.description.degreeBachelor of Communication Studiesen_US
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Appears in Collections:WKWSCI Student Reports (FYP/IA/PA/PI/CA)
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