Pengunaan NARS Power Players Sebagai Virtual Brand Ambassadors Untuk Memengaruhi Konsumen

Abstract

Virtual brand ambassadors have become a new type of brand spokesperson with the advent of Artificial Intelligence (AI). NARS Cosmetics, a pioneering cosmetics company, has introduced their own virtual brand ambassadors known as NARS Power Players. However, the existing literature has not yet answered whether the attributes of virtual entities can shape consumer response. The novelty of this research lies in its focus on NARS Cosmetics' virtual brand ambassadors, the NARS Power Players, which are a new phenomenon in the field of brand representation. While virtual brand ambassadors have emerged with AI technology, there is a gap in the existing literature regarding how the attributes of these virtual entities specifically impact consumer attitudes. This study addresses this gap by investigating the influence of credibility, attractiveness, congruence, and human-likeness of NARS Power Players on consumer attitudes. Additionally, the study incorporates several relevant theories, including Stimulus-Response Theory, Source Credibility Model, Source Attractiveness Model, Match-up Hypothesis, and Uncanny Valley Theory, to provide a theoretical framework for understanding the impact of virtual brand ambassadors. The use of quantitative methodology and the specific focus on NARS Power Players contribute to the novelty of this research, offering insights that can further enhance our understanding of consumer responses to virtual brand representatives.This study used quantitative methodology by distributing online questionnaires to 112 respondents. The results showed that the credibility, congruence, and human-likeness of virtual brand ambassadors had a positive and significant influence on consumer attitudes. However, attractiveness did not have a significant influence on consumer attitudes. Researchers can further explore this topic by conducting investigative qualitative research on consumer perceptions and comparative analysis with human endorsers and non-human endorsers.