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"Is this real or is it fake?" Virtual influencers, the next generation influencers 'How Artificial Intelligence, identity reveal & storytelling affects audiences perceptions'

Hulleman, I.M. (2023) "Is this real or is it fake?" Virtual influencers, the next generation influencers 'How Artificial Intelligence, identity reveal & storytelling affects audiences perceptions'.

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Abstract:This study investigates the impact of identity reveal and storytelling on audiences' perceptions of virtual influencers. Rapid changes in the digital environment have led to the emergence of virtual influencers, which blur the line between the real and online world and can lead to feelings of eeriness. However, few studies have examined the effects of virtual influencers on audiences. The study conducted a 3 x 2 between-subjects experiment among 333 participants, using Virtual Influencers' Instagram stimuli, to test the extent to which identity reveal and storytelling affect audiences' perceptions of virtual influencers. The results show that no reveal of identity enhances audiences' perceptions of virtual influencers, while storytelling does not significantly impact audiences' perceptions. These findings provide practical guidelines for marketers using virtual influencers and complement the existing literature on the effects of identity reveal and storytelling related to virtual influencers. Keywords include virtual influencer, storytelling, identity reveal, and audiences' perception.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:https://purl.utwente.nl/essays/94620
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