Netnography and AI influencers

Abstract

Listen

Translate article

AI influencers on social media are a fascinating, emerging phenomenon. They are computer-generated characters that captivate a sizable audience and following that engages with virtual influencers. Although audience engagement with virtual influencers is an intriguing phenomenon, little is known about its driving forces and core components. This study uses a qualitative netnographic approach to examine audience interaction with virtual influencers. Content analysis of comments made by viewers on the websites of four virtual influencers instagram account includes Kyra, Imma, Leya Love and Lil Miquela. The audience’s remarks reveal five primary content themes: appreciation, freshness, competence, emotional attachment, and source affection. This study delivers an analytical structure along with pertinent practical implications for audience interaction with virtual influencer.