Virtual influencers: Will they ever be the same as human influencers? A study about their impact on brand love
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/30811 |
Resumo: | In recent years, Influencer Marketing has become an essential tool in business communication and marketing strategies, with influencers playing a fundamental role in promoting products and services. The trust placed by followers in influencers' opinions results in strong relationships, where coexistence and interaction on social networks promote Brand Love. With technological evolution, Virtual Influencers have emerged who have come to challenge the concept of Influencer Marketing known to date. In this dissertation, we investigated the impact that different types of influencers: virtual vs. human, can have on the dimensions of Brand Love proposed by Bagozzi et al., (2017). That said, five influences were selected: three virtual (Lil Miquela, Noonoouri and Shudu) and two humans (Devon and Shanelle). Comments from 100 posts from each influencer were collected and analyzed using Sentiment Analysis from the MeaningCloud software. The main conclusions of this study indicate that the characteristics of Brand Love are frequently observed in interactions with influencers, regardless of whether they are virtual or human. Furthermore, human influencers generate more positive feelings than virtual influencers, especially in the dimensions of passion-driven behavior and positive emotional connection. Finally, when analyzing exclusively virtual influencers, Noonoouri, an influencer with non-human characteristics that resemble those of a doll, is the one who generates the most positive feelings in the dimensions of Brand Love. |
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Virtual influencers: Will they ever be the same as human influencers? A study about their impact on brand loveInfluencer marketingVirtual influencersHuman influencersBrand loveAnálise de sentimentos -- Sentiment analysisMarketing de influênciaInfluenciadores virtuaisInfluenciadores humanosIn recent years, Influencer Marketing has become an essential tool in business communication and marketing strategies, with influencers playing a fundamental role in promoting products and services. The trust placed by followers in influencers' opinions results in strong relationships, where coexistence and interaction on social networks promote Brand Love. With technological evolution, Virtual Influencers have emerged who have come to challenge the concept of Influencer Marketing known to date. In this dissertation, we investigated the impact that different types of influencers: virtual vs. human, can have on the dimensions of Brand Love proposed by Bagozzi et al., (2017). That said, five influences were selected: three virtual (Lil Miquela, Noonoouri and Shudu) and two humans (Devon and Shanelle). Comments from 100 posts from each influencer were collected and analyzed using Sentiment Analysis from the MeaningCloud software. The main conclusions of this study indicate that the characteristics of Brand Love are frequently observed in interactions with influencers, regardless of whether they are virtual or human. Furthermore, human influencers generate more positive feelings than virtual influencers, especially in the dimensions of passion-driven behavior and positive emotional connection. Finally, when analyzing exclusively virtual influencers, Noonoouri, an influencer with non-human characteristics that resemble those of a doll, is the one who generates the most positive feelings in the dimensions of Brand Love.Nos últimos anos, o Marketing de Influência tornou se uma ferramenta essencial nas estratégias de comunicação e marketing empresarial, com influenciadores a desempenhar um papel fundamental na promoção de produtos e serviços. A confiança depositada pelos s eguidores nas suas opiniões resulta em relacionamentos fortes, onde a autenticidade e a interação nas redes sociais promovem o Brand Love. Com a evolução tecnológica surgem as Influenciadoras Virtuais que vieram desafiar o conceito de Influencer Marketing conhecido até à data. Nesta dissertação, investigamos o impacto que diferentes tipos de Influenciadores: Virtuais vs Humanos, podem ter nas dimensões de Brand Love propostas por Bagozzi et al., (2017). Posto isto, foram selecionadas cinco influenciadoras: três virtuais (Lil Miquela, Noonoouri e Shudu) e duas humanas (Devon e Shanelle). Fo ram analisado s os comentários de 100 posts de cada influenciador através do Sentiment Analysis do software MeaningCloud. As principais conclusões deste estudo indicam que as características de Brand Love são frequentemente observadas nas interações com influenciadores, independentemente de estes serem virtuais ou humanos. Além disso, os influenciadores humanos geram sentimentos mais positivos do que os influenciadores virtuais, particularmente nas dimensões de passion driven behaviour e de positive emotional connection. Por último, ao analisar exclusivamente os influenciadores virtuais, Noonoouri, uma influenciadora com características não humanas que se assemelham às de uma boneca, é quem gera sentimentos mais positivos nas dimensões de Brand Love.2024-02-03T15:40:53Z2023-11-28T00:00:00Z2023-11-282023-10info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10071/30811TID:203471725engRodrigues, Joana Lopesinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-02-04T01:21:06Zoai:repositorio.iscte-iul.pt:10071/30811Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T02:08:04.900142Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Virtual influencers: Will they ever be the same as human influencers? A study about their impact on brand love |
title |
Virtual influencers: Will they ever be the same as human influencers? A study about their impact on brand love |
spellingShingle |
Virtual influencers: Will they ever be the same as human influencers? A study about their impact on brand love Rodrigues, Joana Lopes Influencer marketing Virtual influencers Human influencers Brand love Análise de sentimentos -- Sentiment analysis Marketing de influência Influenciadores virtuais Influenciadores humanos |
title_short |
Virtual influencers: Will they ever be the same as human influencers? A study about their impact on brand love |
title_full |
Virtual influencers: Will they ever be the same as human influencers? A study about their impact on brand love |
title_fullStr |
Virtual influencers: Will they ever be the same as human influencers? A study about their impact on brand love |
title_full_unstemmed |
Virtual influencers: Will they ever be the same as human influencers? A study about their impact on brand love |
title_sort |
Virtual influencers: Will they ever be the same as human influencers? A study about their impact on brand love |
author |
Rodrigues, Joana Lopes |
author_facet |
Rodrigues, Joana Lopes |
author_role |
author |
dc.contributor.author.fl_str_mv |
Rodrigues, Joana Lopes |
dc.subject.por.fl_str_mv |
Influencer marketing Virtual influencers Human influencers Brand love Análise de sentimentos -- Sentiment analysis Marketing de influência Influenciadores virtuais Influenciadores humanos |
topic |
Influencer marketing Virtual influencers Human influencers Brand love Análise de sentimentos -- Sentiment analysis Marketing de influência Influenciadores virtuais Influenciadores humanos |
description |
In recent years, Influencer Marketing has become an essential tool in business communication and marketing strategies, with influencers playing a fundamental role in promoting products and services. The trust placed by followers in influencers' opinions results in strong relationships, where coexistence and interaction on social networks promote Brand Love. With technological evolution, Virtual Influencers have emerged who have come to challenge the concept of Influencer Marketing known to date. In this dissertation, we investigated the impact that different types of influencers: virtual vs. human, can have on the dimensions of Brand Love proposed by Bagozzi et al., (2017). That said, five influences were selected: three virtual (Lil Miquela, Noonoouri and Shudu) and two humans (Devon and Shanelle). Comments from 100 posts from each influencer were collected and analyzed using Sentiment Analysis from the MeaningCloud software. The main conclusions of this study indicate that the characteristics of Brand Love are frequently observed in interactions with influencers, regardless of whether they are virtual or human. Furthermore, human influencers generate more positive feelings than virtual influencers, especially in the dimensions of passion-driven behavior and positive emotional connection. Finally, when analyzing exclusively virtual influencers, Noonoouri, an influencer with non-human characteristics that resemble those of a doll, is the one who generates the most positive feelings in the dimensions of Brand Love. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-11-28T00:00:00Z 2023-11-28 2023-10 2024-02-03T15:40:53Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/30811 TID:203471725 |
url |
http://hdl.handle.net/10071/30811 |
identifier_str_mv |
TID:203471725 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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