Study On The Effect Of Virtual Influencer On Consumer Attitudes

In 2021,Ayayi,the first super-simulation virtual influencer in China,was born and cooperated with many brands.As a new type of opinion leader in the digital age,the emergence of virtual influencers provides new ideas for brand marketing and extends the boundaries of brand marketing.Nowadays,the styles and positioning of virtual influencers are showing a diversified trend.Different types of virtual influencers have given brands more cooperation options and marketing methods,and are more and more favored by brands.This paper selects the first simulated virtual influencer Ayayi’s endorsement of the Anmuxi brand as a research case,extracts its attractiveness,interaction,relevance,and popularity characteristics as independent variables,collects 342 valid samples of questionnaire survey data,builds different regression analysis models,and tests the actual influence of the characteristics of virtual influencer Ayayi on consumer attitudes,and the mediating effect of brand experience in the influence mechanism of virtual influencers and consumer attitudes.Finally,give marketing suggestions on how brands can make good use of virtual influencers.The research conclusion shows that the attractiveness,interaction,relevance and popularity of virtual influencer Ayayi have a significant positive impact on consumers’ attitudes.At the same time,it is found that brand experience acts as a mediator in the influence mechanism of virtual influencers and consumer attitudes.Based on this research conclusions,this paper have a few of marketing suggestions on how brands should choose and use virtual influencers,such as measuring the attractiveness of virtual influencers to adapt to brand style;Telling stories about virtual influencers to help the brand communication;Increasing brand’s popularity with virtual influencer’s popularity;Using virtual influencer’s advantage to create unique experience.