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Analyzing Audience Emotions towards Virtual Influencers: Enhancing authenticity and emotional connection

Year: 2025

Type: article

Abstract: This study delves into the emotional responses of audiences to virtual influencers, aiming to tackle the challenges associated with authenticity and emotional engagement. Utilizing a comprehensive analysis of social media interactions and focus group data, key emotional reactions and sentiments expressed by users are identified. The findings highlight widespread concerns regarding the absence of genuineness and real engagement in virtual influencers. Drawing on these insights, the paper proposes strategic and technological innovations aimed at enhancing the authenticity and emotional connection of virtual influencers, thereby improving their effectiveness and audience engagement.

Source: Environment-Behaviour Proceedings Journal

DOI: 10.21834/e-bpj.v10isi29.6907

Authors: Zhongyao Yi, Mohd Khairulnizam Ramlie, Shafilla Subri, Nianyou Zhu

Institution: Universiti Teknologi MARA

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4412809610

FWCI:

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