The Influence of Virtual Spokesmen Based on Para-social Interaction Theory

Abstract

With the increasing maturity of the technology, the rise of Generation Z, and the expansion of the influence of the metaverse concept, virtual idols gradually enter reality, especially the real marketing scene. The virtual spokesperson is the IP image of the brand gradually has its content, scene, worldview, and culture. More and more companies release their virtual spokesperson, but the previous research only focused on virtual idols, and there are certain differences between virtual idols and virtual spokesperson. This research was designed to analyze the reasons for virtual spokespersons’ current low appeal, and this paper took Miss Lai, the virtual spokesperson of L’Oréal, as an example, and utilized the SWOT analysis method and para-social relationship theory to analyze her current behavior. This study concluded that Miss Lai's image is not vivid enough so Miss Lai cannot become the "ideal self" of the audience and cannot enable the audience to simulate her as a character, thus Miss Lai cannot build para-social relationships with audiences.