Investigating the marketing effectiveness of virtual influencers

• Main Authors: Kiew, Josie Siu Ting, Lee, Michelle Tze Yen, Ong, Celine Jia En, Phua, Zhaoxi
• Other Authors: Chen Lou
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2021
• Subjects: Social sciences::Communication
• Online Access: https://hdl.handle.net/10356/147146
• Institution: Nanyang Technological University

Guided 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 inf...