Web 3.0: the impact of virtual spokesperson generation characteristics on consumer brand attitudes

DOI

10.2991/978-94-6463-490-7_38How to use a DOI?

Keywords

digital marketing; generative; virtual spokesperson; brand attitude; marketing management

Abstract

Against the backdrop of increasing entertainment demand and the continuous iteration of AI and other technologies, the development of generative virtual spokespersons promotes the deep integration and development of the Internet, big data, artificial intelligence and the real economy. Generative virtual spokespersons have become the spokesperson strategy of more and more brands, showing great commercial value and research value. In order to help enterprises choose or establish suitable generative virtual spokespersons, it is important to study the marketing audience of generative virtual spokespersons and obtain preference data of generative virtual spokesperson characteristics. In this paper, we explore the characteristics of generative virtual spokespersons - matching characteristics and interactivity characteristics, and thus construct a theoretical model of generative virtual spokespersons' characteristics and consumers' brand attitudes, and empirically analyse that the matching characteristics and interactivity characteristics of generative virtual spokespersons have a significant positive impact on consumers' brand attitudes. This study provides a new perspective for brand spokesperson research in the context of digital technology and the Internet, and provides enterprises with applicable suggestions for the creation and application of generative virtual spokespersons from the perspective of enhancing digital marketing.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Shu Yu
AU  - Xinyi Qiao
PY  - 2024
DA  - 2024/08/31
TI  - Web 3.0: the impact of virtual spokesperson generation characteristics on consumer brand attitudes
BT  - Proceedings of the 2024 3rd International Conference on Artificial Intelligence, Internet and Digital Economy (ICAID 2024)
PB  - Atlantis Press
SP  - 346
EP  - 353
SN  - 2589-4919
UR  - https://doi.org/10.2991/978-94-6463-490-7_38
DO  - 10.2991/978-94-6463-490-7_38
ID  - Yu2024
ER  -