Download pdf
Analysis of Virtual Spokesperson in Marketing
- 1 Kun Shan Kang Chiao School, Kun Shan, Jiangsu, China, 213000
* Author to whom correspondence should be addressed.
Abstract
Based on the development of virtual technologies and networks, the virtual idol market is experiencing a remarkable surge, attracting more and more young people around the world, especially in Asia. These virtual icons are increasingly seen as alternative brand ambassadors to traditional celebrities, helping brands broaden their brand image and target audience. A number of well-known brands, including Chanel, Gucci, and L'Oréal, have capitalized on this trend by partnering with well-known virtual icons. In keeping with this trend, some brands have even created their own unique avatars to round out their brand image. Watsons, a chain retailer specializing in personal care products, has launched a virtual ambassador "Wilson". Therefore, this paper discusses the current business value of virtual idols through theoretical analysis and takes Watsons' virtual ambassador as an example. It also analyzes and suggests the marketing strategy of Watsons' virtual idol. The virtual idol market is a new market direction with great potential, but it lacks relevant operation experience to maximize its value.
Keywords
virtual spokesman, marketing strategy, advantages and disadvantages
[1]. Han, W., & Li, Y. (2023), The Capital Logic of the Virtual Idol Industry in the Era of Digital Economy and Its Transcendence, Teaching and Research, 57(4), 41.
[2]. IiMedia Research. “2021 China Virtual Idol Industry Development and Research Report.” Iimedia.cn, 2021, www.iimedia.cn/c400/79469.html. Accessed 28 July 2023.
[3]. Kobayashi, H., & Taguchi, T. (2019). Virtual idol Hatsune Miku: Case study of new production/consumption phenomena generated by network effects in Japan’s online environment. Markets, Globalization & Development Review, 3(4).
[4]. Zhong, J.,(2020), Qu Chenxi Makes Her Debut on the Inaugural Issue of Jiar Now-a Rising Virtual Idol with Extraordinary Talent among the New Generation., Chinadaily.com.cn, Accessed 28 July 2023. https://cn.chinadaily.com.cn/a/202009/08/WS5f573cffa310084978423f97.html.
[5]. Han, L., Li, Y., Cai, P., & Yen, T., (2023), Study on the Influence of Brand Image, Brand Awareness and Perceived Value on Purchase Intention for Virtual Idol, Journal of Global Technology Management and Education, 12(1), 16-33.
[6]. Peng , B., & Zhao, L., (2011), Research on the Role and Selection of Brand Endorsers on Brands, Modern Management Science, (12), 17-19.
[7]. Bowen, S. A. (2013). Using classic social media cases to distill ethical guidelines for digital engagement. Journal of Mass Media Ethics, 28(2), 119-133.
[8]. Papp-Váry, Á. (2011, November). The use of sports celebrities in advertising: Best and worst practices. In Proceedings-9th International Conference on Mangement, Enterprise and Benchmarking (pp. 259-270).
[9]. Cai, Y., Zhang, Y., (2022), The Way to Successful Short Video Virtual Image Communication--The Example of "Liu Ye Xi"[J], New Media Research.
[10]. Sun, W., Wang, Z., & Zheng, W. (2022). Research on the Profit Model of Virtual Idols-Taking Bilibili as an Example. Highlights in Business, Economics and Management, 2, 309-315.
[11]. Huang, Qian-Qian, et al. The Influence of Virtual Idol Characteristics on Consumers’ Clothing Purchase Intention. Vol. 14, no. 14, 21 July 2022, pp. 8964–8964.
[12]. Wijaya, B. S. (2013). Dimensions of brand image: A conceptual review from the perspective of brand communication. European Journal of Business and Management, 5(31).
Cite this article
Zhu,D. (2024). Analysis of Virtual Spokesperson in Marketing. Advances in Economics, Management and Political Sciences,57,153-157.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
Disclaimer/Publisher's Note
The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.
About volume
Volume title: Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and
conditions of the Creative Commons Attribution (CC BY) license. Authors who
publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons
Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this
series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published
version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial
publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and
during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See
Open access policy for details).