Social Virtual Influencer Effectiveness: Environmental Factor and Source Trust

Abstract

Background: This study addresses the burgeoning influence of virtual influencers (VIs) in social marketing, specifically examining their role in promoting socially beneficial behaviors. Focus of the Article: The manuscript is a piece of research and evaluation focusing on the intersection of social marketing and digital innovation through virtual influencers. It significantly exhibits concepts of behavior change and the use of promotional marketing strategies within a digital context. Research Question: The research questions focus on how virtual influencers can effectively engage audiences in social causes and whether their virtual presence affects audience receptivity to social marketing messages. The key hypothesis is that VIs in immersive media environments can enhance the effectiveness of social marketing campaigns. Program Design/Approach: The program design incorporates virtual reality environments to enhance the realism and engagement of VI endorsements, using a structured approach that leverages both the media richness and source credibility theories to assess the effectiveness of VIs. Importance to the Social Marketing Field: The research contributes innovative ideas on the use of digital avatars in social marketing, potentially transforming how social behaviors are influenced online. It provides a novel perspective on integrating technology with traditional social marketing strategies. Methods: This study adopts 2 (video format: 360-degree video vs. regular video) × 2 (backstage disclosure: yes vs. no) between-subjects experimental design. Results: Results indicate that VIs can significantly affect audience engagement and behavior, particularly when presented in rich media formats like virtual reality that enhance perceived authenticity and relatability. Recommendations for Research or Practice: The study suggests further exploration into the ethical implications and long-term effectiveness of VIs in social marketing, recommending strategies for their optimal use in various social contexts. Limitations: The study acknowledges limitations in generalizability due to the novel technology used and the specific demographics engaged in the experimental setup.