Virtual Influencers as Celebrity Endorsers
Human-like virtual influencers frequently appeared on various online platforms in recent years because of the
rapid development of information technology and artificial intelligence. It is of interest to find out customers attitude and
effectiveness of using virtual celebrity in advertising, and the preferred form of virtual celebrity. Celebrity model which
comprises of attractiveness, trustworthiness and expertise has been adopted in this study to assess whether virtual celebrity
has similar characteristics of real-person celebrity. An online survey has been conducted to examine whether customers have
positive views on virtual celebrities and their opinions on virtual celebrity’s attractiveness, trustworthiness and expertise.
Survey findings do not show favourable views on virtual celebrity and cartoon character celebrity is found to be more
preferred to human-like celebrity.
Keywords - Virtual Celebrity, Attractiveness, Trustworthiness, Expertise.