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

Zhongyao Yi; Mohd Khairulnizam Ramlie; Shafilla Subri; Nianyou Zhu

doi:10.21834/e-bpj.v10iSI29.6907

Authors

Zhongyao Yi College of Creative Arts, Universiti Teknologi MARA, Perak Branch, Malaysia,
Mohd Khairulnizam Ramlie College of Creative Arts, Universiti Teknologi MARA, Perak Branch, Malaysia,
Shafilla Subri College of Creative Arts, Universiti Teknologi MARA, Kedah Branch, Malaysia
Nianyou Zhu College of Creative Arts, Universiti Teknologi MARA, Kedah Branch, Malaysia

DOI:

https://doi.org/10.21834/e-bpj.v10iSI29.6907

Keywords:

Virtual Influencers, Audience Emotions, Authenticity

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.

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