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The Response of Domestic Virtual Influencer'S Instagram Audience
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국내 버츄얼 인플루언서의 인스타그램 수용자 반응

논문 기본 정보

Type
Academic journal
Author
Han Ki Hyang (건국대학교 GLOCAL(글로컬)캠퍼스)
Journal
The Korea Society of Digital Policy & Management 디지털융복합연구 디지털융복합연구 제19권 제11호 KCI Accredited Journals
Published
2021.11
Pages
471 - 483 (13page)
DOI
https://doi.org/10.14400/JDC.2021.19.11.471

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The Response of Domestic Virtual Influencer'S Instagram Audience
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Abstract· Keywords

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The purpose of this study is to find out audience' response of virtual influencer at the starting line of virtual influencer marketing. Therefore, posts, comments, number of likes, and video reviews were collected from Instagram of virtual influencers active in Korea. Python 3.7 and Textom were used for data collection and analysis. Sentimental analysis showed that the rate of positivity was higher than the rate of negativity and neutrality. The appearance of virtual influencer was found to be a major factor in both positive and negative. Consumers' interest in virtual influencer could be inferred from the neutral sensibility. This study is meaningful in that it presented data to help establish strategies for virtual influencer marketing by examining consumer reactions to virtual influencer and identifying factors of positive and negative emotions toward virtual influencer.
#가상 인플루언서 #인스타그램 #소셜 빅데이터 분석 #댓글 분석 #감성 분석 #Virtual influencer #Instagram #Social big data analysis #Comment analysis #Semental analysis

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References (51)

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B. Robinson / 2020 / Towards an Ontology and Ethics of Virtual Influencers / Australasian Journal of Information Systems 24:1~8 Crossref Z. Kádeková / 2018 / Influencer Marketing as a Modern Phenomenon Reating a New Frontier of Virtual Opportunities / Communication Today 9(2):90~104 google schola D. Adegeest / The Rise of the Virtual Influencer google schola 김선영 / 2019 / 현대 패션과 융합된 가상 인플루언서 사례와 내적 의미 / 한국과학예술융합학회 37(2):19~34 dbpia K. H. Kang / Born in Seoul, 22 Years Old Forever... The Birth Story of a Virtual Human google schola

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