Virtual Idol Research Articles

Dimensional Interaction, Intimacy Building: Roles of Perceived Intimacy and Parasocial Effects on Fans Relations with Virtual Idols

Abstract: The appearance of virtual idols has introduced discussions about the connection with fans, even though their idols are always disembodied and fictitious. To some degree, the theory of parasocial interaction can have academic value in the virtual characters, extending beyond the impact on the real stars and fans. This study emphasizes particularly on exploring the role of intimacy in the parasocial relationship, which contains the perspective of fan psychology and youth subculture. By exerting structured interview, the survey collects records from 7 college students who are fans of popular virtual idols including A-SOUL, Luxiem, LASER, etc. The results provide insights into how fans perceive the presence of intimacy and what factors influence the levels of intimacy based on the behaviors of online media usage. Compared with the real idols and life, there are some findings showcasing characteristics of virtual idol-fan intimacy when fans have developed the parasocial interaction.

‘We are citizens, not fans’: frictions and negotiations in idolizing the nation in state propaganda

ABSTRACT State-dominated ‘ideotainment’ has become a global trend to enhance political persuasion. Broadening the geopolitical and ideological contexts of research could further enrich this field. This study analyzes the failed case of state-sponsored virtual idols ‘Jiangshanjiao’ (JSJ) and ‘Hongqiman’ (HQM) with attention to Chinese netizens’ critical responses, and further uncovers the erratic, diverse, and controversial aspects of Chinese fandom nationalism. In China, the Communist Party of China has tamed fandom culture to promote pro-governmental nationalist activism. However, this soft propaganda is sometimes counterproductive and has been underexamined. This study uses textual and critical discourse analyses to examine netizens’ posts, comments, and answers regarding the JSJ and HQM. The findings reveal the conflict between emerging civic spirit and notorious commercialism; the conflict between functional attachment embedded in constructive patriotism and affective attachment embedded in the hierarchy; and the complex negotiation between participatory nationalists, cautious patriots, and rational citizens about the boundaries of politics and entertainment.

Development and Validation of an AI Virtual Streamer Scale for Live-Streaming E-Commerce

In recent years, AI virtual streamers (i.e., digital characters with human-like appearances) have become a pervasive e-commerce phenomenon but remain almost unexplored in the literature on e-commerce marketing. The possible reasons for this deficiency are the vagueness of the AI virtual streamer concept and the lack of a measurement tool. Therefore, this study aimed to conceptualize AI virtual streamers and develop an AI virtual streamer characteristic scale through five stages based on social response theory. Following item generation, measurement refinement, exploratory factor analysis, confirmatory factory analysis and nomological validity, a third-dimensional (persona, anthropomorphism, and interactivity) scale with 10 items was established. Empirical results reveal sound measurement qualities in terms of reliability and validity, and demonstrate its unique position in respect to established marketing concepts. The developed scale has managerial implications for designing and applying virtual humans or avatars, such as virtual employees, virtual spokespersons, virtual idols, and virtual guided tours. This tool also enables future research on virtual live streaming, such as virtual destination live streaming, virtual education live streaming, or virtual live concerts.

Playful, coded, and emotional language: Discursive strategies of online criticism on Chinese social media

Language has always been essential in collective actions. Because offline collective actions are highly controlled in China, Chinese people often resort to online criticism, which heavily relies on the creative use of language to circumvent the government’s control of public communication. This study collects and analyzes the data of the #JiangshanjiaoandHongqiman# public discourse on Weibo to investigate the discursive characteristics of Chinese people’s online expressions. In February 2020, a mass organization of the government launched two official virtual idols on Weibo, one of the most widely used social media platforms in China. Amidst widespread discontent with the management of the pandemic, this intervention in fandom culture triggered a backlash among the Chinese Internet users. This study shows that the Chinese netizens expressed criticism through coded, playful, and emotional language. This article contributes to the literature on discursive strategies of online public discourse in China.

Virtual human on social media: Text mining and sentiment analysis

Virtual humans are embodied agents with a human-like appearance. Despite the recent booming development that has sparked widespread academic interest, how people perceive these seemingly human but entirely fictional creations remains unclear. To explore the status, trends, emotional tendencies, and focus of attention of the Chinese public towards virtual humans, this paper utilizes text mining techniques to collect and analyze popular posts related to virtual humans on Chinese social media. The results indicate that public discussions primarily focus on the technological and industrial development of virtual humans, applications in the fields of virtual idols and virtual streamers, and the corporate investment and policy development of virtual humans. Despite positive emotions dominating, there is an increasing trend in negative emotions. Concerns are related to service failures, the uncanny valley effect, ethical crises, and technological unemployment. The research findings contribute to policymakers, industry stakeholders, and the public in understanding the general attitudes toward virtual human technology, enabling informed decision-making.

The Effects of Virtual Idol Characteristics on Consumer Behavior : Focusing on Purchase and Word-of-Mouth Intention

The Effects of Virtual Idol Characteristics on Consumer Behavior : Focusing on Purchase and Word-of-Mouth Intention

COMMUNICATION PATTERNS OF VIRTUAL IDOL “PLAVE” AND FANS THROUGH THE YOUTUBE APPLICATION ON @PLAVE_OFFICIAL

YouTube has become a platform that makes it easy for its users to exchange messages. On this platform, a new phenomenon has emerged regarding virtual streamers who use avatars to interact with viewers on their YouTube channels. This study uses a qualitative method with a netnographic approach that emphasizes direct observation with visual materials in collecting data and in-depth interviews with 2 informants. The researcher aims to formulate an interaction process that is woven from existing communication patterns, which will produce certain outcomes. The researcher made the virtual idol PLAVE the subject of the study and found that the interactions carried out by the virtual idol with his fans formed a communication pattern that encouraged the formation of a virtual community. In this community, there was finally an exchange of messages that influenced each other. Therefore, a strong sense of loyalty and emotional synchronization was formed between the virtual idol and his fans.

The Application of the Metaverse in the Entertainment Industry and Its Commercial Value

Nowadays, people are yearning for new recreations to enrich their lives, and in this context, various technologies such as artificial intelligence (AI), virtual reality (VR), and augmented reality (AR) are developing rapidly. By now, some entertainment companies have created virtual idols or characters in the metaverse, a new concept referring to a virtual shared space, in order to attract the publics attention, satisfy their changing needs in the fast-developing society, and get higher profits. This new concept has become popular around the globe, leading to massive imitation from other companies. This paper introduces the definition and typical examples of the metaverse, summarizes its application in the entertainment industry, and analyzes its commercial value as well as future development trends. Overall, virtual idols launched by entertainment companies in the metaverse have achieved great success, proving the commercial value and development potential of the metaverse. Meanwhile, the innovation of the metaverse not only labels the advances in science and technology but also reflects peoples pursuit of higher life quality as well as their rising expectations for the future.

Virtual Idol Fan Culture: The "Third Space" of The Digital Age

Virtual idol fan groups have gradually integrated with mainstream culture from the initial subcultural tribes, and formed a mature virtual idol fan group regional chain. The fan group space it creates not only carries specific commercial purposes, but also is a social collective memory and imagination community. The fan group regards virtual idols as totems for gathering, and individuals with values and resonance play their respective roles in the fan group. The various spatial members in the group are worth exploring. This article analyzes the most popular virtual idols and discusses the universality of attraction aggregation maintenance in the fan group space. It also studies the dissemination logic of the spatial form of virtual idol fan groups in the internet era.

‘I produce songs for her …. In this way, I gradually know her more. The more I know her, the more I like her’: Using Collins’ model of interactive ritual chains to study the case of virtual idol fandom in China

In the last decade, virtual idols have become increasingly popular among young people in China with news reports estimating a fan-base of around 300 million and total industry revenues of over $35 billion in 2020 (Bloomberg, 2021). Despite these startling figures, there have been few empirical studies of virtual idol fandom. To address this lacuna, this paper explores the ways in which fans engage with the Chinese virtual idol Luo Tianyi and uses insights from Randall Collin’s (2004) work on Interactive Ritual Chains (IRC) to understand the relationship between digital fan practices and the generation of both emotional responses and a wider sense of solidarity Semi-structured interviews with fans, alongside digital participant observation, indicate the key role fans have to play in promoting their idol, notably when it comes to producing original content designed to raise her profile. It is these activities, in conjunction with gender differences, that are used to define hierarchies within the community, and point to the importance of adopting a more critical perspective in relation to Collins’ original work.

Embodied, visible, and courteous: exploring robotic social touch with virtual idols.

In recent years, virtual idols have garnered considerable attention because they can perform activities similar to real idols. However, as they are fictitious idols with nonphysical presence, they cannot perform physical interactions such as handshake. Combining a robotic hand with a display showing virtual idols is the one of the methods to solve this problem. Nonetheless a physical handshake is possible, the form of handshake that can effectively induce the desirable behavior is unclear. In this study, we adopted a robotic hand as an interface and aimed to imitate the behavior of real idols. To test the effects of this behavior, we conducted step-wise experiments. The series of experiments revealed that the handshake by the robotic hand increased the feeling of intimacy toward the virtual idol, and it became more enjoyable to respond to a request from the virtual idol. In addition, viewing the virtual idols during the handshake increased the feeling of intimacy with the virtual idol. Moreover, the method of the hand-shake peculiar to idols, which tried to keep holding the user's hand after the conversation, increased the feeling of intimacy to the virtual idol.

Hybrid Idol in Virtual Idols: Constructing a New Perspective on Idol Studies in Film and Media

Hollywood science fiction movies from "Ready Player One" to "FREE GUY" have all scored good box office results, while Japan's Hatsune Miku has gained a huge global fan base. They all have one thing in common, or what can be called a common denominator: the presence of avatars in the main roles. Currently, both Venom, a hybrid art figure made of virtual and real people and GUY, a virtual art figure made of pure AI animation, are extremely popular, and both are in line with the current hot meta-universe concept, with natural similarity. If Venom, a combination of virtual and real people, can be a virtual idol, then this virtual image is synthesized by pure AI animation, both of them can be a new kind of virtual "idol", and this article aims to put this kind of pure virtual image into the category of film and media idol research, and explore their value under the concept of the metaverse and The purpose of this article is to investigate the value of these pure avatars in the context of the metaverse concept and the feasibility of their development.

Virtual Idol and Youth Identity: The Impact of Mainstream Culture on the Virtual Idol Online Fanbase Community in China

Virtual idols originated in Japan and are mainly composed of singing synthesizers, virtual reality technology, and ACG (anime-comics-games) cultural elements, which is a subcultural phenomenon. In recent years, the growing fanbase of virtual idols has attracted the attention of mainstream media and government in China. The state media in China have used virtual idols as a medium to promote mainstream culture to Chinese young people, and influence fans' youth identity by injecting mainstream culture into virtual idols' musical works, stage performances, and public opinion propaganda. This research will use a virtual ethnographic approach to explore the impact of the mainstreaming of virtual idols and their music on online fanbase communities. The study concludes that under the influence of mainstream culture, virtual idol subculture in China has gradually become mainstream, and its fanbase has also experienced a transformation from post-subcultural group identity to national identity. This study provides new insights into the musical phenomenon of the mainstreaming of virtual idols in China from the perspective of post-subculture theory and identity.

Analysis of Virtual Spokesperson in Marketing

Based on the development of virtual technologies and networks, the virtual idol market is experiencing a remarkable surge, attracting more and more young people around the world, especially in Asia. These virtual icons are increasingly seen as alternative brand ambassadors to traditional celebrities, helping brands broaden their brand image and target audience. A number of well-known brands, including Chanel, Gucci, and L'Oral, have capitalized on this trend by partnering with well-known virtual icons. In keeping with this trend, some brands have even created their own unique avatars to round out their brand image. Watsons, a chain retailer specializing in personal care products, has launched a virtual ambassador "Wilson". Therefore, this paper discusses the current business value of virtual idols through theoretical analysis and takes Watsons' virtual ambassador as an example. It also analyzes and suggests the marketing strategy of Watsons' virtual idol. The virtual idol market is a new market direction with great potential, but it lacks relevant operation experience to maximize its value.

The use of artificial intelligence technology in Chinese show business

: The object of the study is artificial intelligence technology in Chinese show business. The subject of the study is the following technologies of Chinese show business, at the basis of which we can find an artificial intelligence: virtual idols, digital avatars, virtual influencers. The following aspects of these technologies are considered in detail: making a profit, strengthening national identity. Special attention is focused on the fact that the development of artificial intelligence technology is part of the state policy of the People's Republic of China, which is reflected in the country's regulatory legal acts. The theoretical basis of the study is the work of the following authors: A.M. Gridnev, G. A. Ioakimidi, M. D. Pysin, K. F. Lee, H. Khan and others. The following methods are used in the article: analysis of special literature, publications of mass media, normative legal acts, synthesis, deduction. The study showed that virtual idols and influencers such as "Xiangwan Big Devil", digital copies of celebrities (B. Sa, S. Zhu, B. Gao, Ya. Long) and presenter Xiao Xi bring additional profits and attract an audience, as well as strengthen the national image and unity of China. The scientific novelty of this study lies in the detailed systematization of information and cultural analysis of the phenomenon of "virtual influencer", which is gaining popularity in the modern digital world. The results of the study provide valuable data for the development and implementation of artificial intelligence strategies in China, especially in such areas as industry, defense, social sphere and show business. These findings contribute to the formation of standards and ethical principles for artificial intelligence, which is critically important for the successful digital transformation of the country. The study highlights China's strategic goals of using AI as a driver of modernization of the national economy by 2030. The document identifies key stages of development and goals, including the development of standards and the widespread introduction of AI in various sectors. China views AI as an important tool to strengthen its position on the world stage, striving to become a leader in high technology, which will undoubtedly have a significant impact on the global economy and the development of technological innovations.

The Effectiveness of Meta-Universe on Beauty Brands

Famous worldwide corporations have used the meta-universe marketing technique in recent years: Givenchy built a virtual beauty salon, Givenchy Beauty House, and Mac linked virtual idols. AYAYI, Estee Lauder launched the world's most famous paintings of digital collections, L'Oreal created Reds of Worth Non-Fungible Token (NFT) art, and so on, leading to the research question: how does the meta-universe empower beauty businesses to achieve greater marketing and sales? The study concluded that: First, the quality of the consumer environment is strongly tied to sales via the employment of Virtual Reality (VR) and Augmented Reality (AR) technologies to enhance the realism of the consumer environment in the meta-universe scene. Second, as the meta-universe community is built to suit customers' social requirements, social demands are becoming increasingly prominent in consumer demand. Third, the added value of the brand is to increase market competitiveness through the integration of IP and NFT promotions to increase the added value of the brand. The main contribution of this article is to propose new ideas for beauty brands to boost brand creation and consumption using meta-universe marketing.

Virtual presence, real connections: Exploring the role of parasocial relationships in virtual idol fan community participation

The reconstruction of idol worship culture is evident with the rise of virtual personas, especially within the realm of AI-powered entities. It is important to consider cultural specificities, particularly in regions like China, where unique fan culture practices intersect with the proliferation of AI technology. Virtual idols, born from digital media technologies, authentically emulate real idols in performances and human interactions. While existing research primarily focuses on real-life idols in the interaction between celebrities and fans, limited attention has been given to understanding why fans gravitate toward virtual idols. Adopting the perspective of parasocial relationships (PSRs) and employing the survey method, this study explores the factors that drive fan community participation in virtual idol fandom within the context of Chinese society. The findings reveal that both interpersonal attractiveness and feelings of loneliness significantly influence the development of parasocial relationships between virtual idols and fans, and these PSRs positively impact fan community participation. Furthermore, this study elucidates that both the perceived interpersonal attractiveness of virtual idols and the loneliness experienced by fans directly contribute to increased fan community participation through the mediating effect of PSRs. This investigation scrutinizes the pivotal factors sustaining the relationship between virtual idols and fans, particularly in an era where AI-powered entities increasingly mirror human-like qualities and adeptly engage with audiences. This study highlights the characteristics of Chinese subculture and provides evidence for the “de-stigmatization” of subcultures in the era of AI, which contributes to a broader discourse on the impact of AI on diverse cultural practices. It underscores the necessity for global and contextual approaches in comprehending the evolving dynamics between virtual idols and their fan communities, enriching our understanding of AI’s influence on cultural phenomena.

Virtual idols vs online influencers vs traditional celebrities: how young consumers respond to their endorsement advertising

PurposeThis study aims to examine how young consumers perceive the advertising effectiveness of endorsements by virtual idols and how endorsements by virtual idols differ from endorsements by real human celebrities such as traditional celebrities and online influencers.Design/methodology/approachAn experimental study was conducted with 400 randomly selected young respondents in China in December 2022. A 3 × 2 factorial design was used to test how the type of celebrity endorser and level of product involvement influence the persuasiveness of advertising aimed at young adults. Among 400 respondents, the average age was 21.5 years. A total of 193 male and 207 female respondents participated in the experiment.FindingsYoung consumers find virtual idols, online influencers and traditional celebrities attractive. Although virtual idols are the least credible among the three types of celebrity endorsers, young consumers tend to be more convinced by their endorsements of products with low levels of consumer involvement than those with high levels of involvement. Among the three types of celebrity endorsements, young consumers find traditional celebrities the most effective. In addition, young consumers’ attitudes toward celebrity endorsers mediate the impact of celebrity endorsers’ attractiveness and credibility on their attitudes toward the advertisements. The perceived level of product involvement moderates the transfer of meaning from the attitude toward the celebrity endorsers to the attitude toward the advertisement.Practical implicationsFirst, when choosing celebrity endorsers to advertise products targeting young consumers, marketing communication practitioners should give priority to the endorsers’ perceived credibility, as young consumers have a variety of views about them that can significantly affect their attitudes toward the advertisement. Second, real human celebrity endorsers are more effective than virtual idols in celebrity endorsements. However, virtual idols may be suited for use in advertisements to promote products with low involvement levels, such as soft drinks.Originality/valueTo the best of the authors’ knowledge, this is the first experimental study to attempt to analyze the effectiveness of virtual idols in advertising aimed at young consumers. This is also the first comparative study to introduce virtual idols as celebrity endorsers in product advertising and to compare their effectiveness with that of the two other types of commonly discussed celebrity endorsers, traditional celebrities and online influencers.

The creative behavior of virtual idol fans: a psychological perspective based on MOA theory

The creative behavior of virtual idol fans: a psychological perspective based on MOA theory

The Aesthetics in the Age of Artificial Intelligence

This article mainly discusses the current development situation of the intelligent era, and the comparison between the beauty of the intelligent era and the beauty at the traditional degree. It discusses whether the beauty created by artificial intelligence and other high-tech means is meaningful in the intelligent era. It will be discussed from three aspects: first, the development of intelligent robots and their relationship with aesthetics; second, taking 4D holographic projection as an example, this section will introduce the better display aesthetics of modern high-tech skills, as well as the advantages and disadvantages of this product; third, it will introduce virtual digital people, especially virtual idols, taking Luo Tianyi and Liu Yexi as examples.