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Artificial intelligence-generated virtual influencer: Examining the effects of emotional display on user engagement

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  • Yu, Joanne
  • Dickinger, Astrid
  • So, Kevin Kam Fung
  • Egger, Roman

Abstract

Focusing on the application of artificial intelligence, this study investigates the impact of emotional display on user engagement with computer-generated imagery influencers through the lens of the computers are social actors (CASA) framework. It breaks down emotions into individual muscle movements (i.e., facial action units). By using facial recognition based on 1,028 pictures shared by Lil Miquela, the findings disclose the significance of happiness, sadness, disgust, and surprise in triggering user engagement when promoting diverse products with visually captivating content. The findings highlight the importance of balancing the intensity of muscle movement to streamline the interplay between technology, human behaviour, and digital communication.

Suggested Citation

  • Yu, Joanne & Dickinger, Astrid & So, Kevin Kam Fung & Egger, Roman, 2024. "Artificial intelligence-generated virtual influencer: Examining the effects of emotional display on user engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    • Handle: RePEc:eee:joreco:v:76:y:2024:i:c:s0969698923003119
    DOI: 10.1016/j.jretconser.2023.103560
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    2. Tala Talaei Khoei & Aditi Singh, 2024. "A survey of Emotional Artificial Intelligence and crimes: detection, prediction, challenges and future direction," Journal of Computational Social Science, Springer, vol. 7(3), pages 2359-2402, December.
    3. Zhang, Ning & Fan, Xing & He, LiFeng & Cheng, Xin & Zhang, Liang & Liu, Rong, 2024. "The impact of the Seller's facial image on consumer purchase behavior in peer-to-peer accommodation platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
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    5. Akhtar, Naeem & Hameed, Zahid & Islam, Tahir & Pant, Manoj Kumar & Sharma, Anshuman & Rather, Raouf Ahmad & Kuzior, Aleksandra, 2024. "Avatars of influence: Understanding how virtual influencers trigger consumer engagement on online booking platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    6. Xie, Jifei & Wu, Haoyu & Liu, Kexi & Cui, Yunce & Zhang, Xiaofei, 2024. "Is virtual streamer useful? Effect of streamer type on consumer brand forgiveness when streamers make inappropriate remarks," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    7. Shao, Zhucheng, 2024. "From human to virtual: Unmasking consumer switching intentions to virtual influencers by an integrated fsQCA and NCA method," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    8. Cheah, Chee Wei & Koay, Kian Yeik & Lim, Weng Marc, 2024. "Social media influencer over-endorsement: Implications from a moderated-mediation analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    9. Yang, Defeng & Zhang, Jiaen & Sun, Yu & Huang, Zan, 2024. "Showing usage behavior or not? The effect of virtual influencers’ product usage behavior on consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).

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