Utilize este identificador para referenciar este registo: http://hdl.handle.net/10071/34735
Autoria: Enzig, J
Guerreiro, J.
Loureiro, S. M. C.
Editor: Vincent Jeseo
Jasmine Parajuli
Data: 2024
Título próprio: How uncanny are virtual vs. human influencers: A text mining approach
Título e volume do livro: Marketing in a multicultural and vibrant world: Proceedings for the 2024 AMS World Marketing Congress
Paginação: 45 - 58
Título do evento: Marketing in a multicultural and vibrant world
Referência bibliográfica: Enzig, J., Guerreiro, J., & Loureiro, S. M. C. (2024). How uncanny are virtual vs. human influencers: A text mining approach. In V. Jeseo, & J.Parajuli (Eds.), Marketing in a multicultural and vibrant world: Proceedings for the 2024 AMS World Marketing Congress (pp. 45-58). Springer. https://doi.org/10.1007/978-3-031-80904-0_5
ISSN: 2363-6165
ISBN: 978-3-031-80904-0
DOI (Digital Object Identifier): 10.1007/978-3-031-80904-0_5
Palavras-chave: Social media
Sentiment analysis
Virtual influencers
Resumo: This paper uses the uncanny valley theory to examine how users react to different development levels of human-like avatars on social media. Three virtual avatars with different human-like appearances are compared with a human influencer from the same peer group on Instagram. The methodology is based on the evaluation of user comments on the posted content of the subjects. Text mining is used to evaluate the comments and calculate a sentiment score for each influencer. The results indicate that users react positively to the human influencer and negatively to the most human-like avatar. The study shows users follow the uncanny valley curve when dealing with virtual influencers. When users deal with virtual influencers who try to imitate humans but have low CGI quality, the results are positive. However, when virtual influencers are close to human-like appearance, there are adverse effects on their satisfaction.
Arbitragem científica: yes
Acesso: Acesso Embargado
Aparece nas coleções:BRU-CRI - Comunicações a conferências internacionais

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