The impact of CGI influencers on Vietnamese Generation Z purchase intention
Hoang, Truc (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023120734941
https://urn.fi/URN:NBN:fi:amk-2023120734941
Tiivistelmä
CGI influencers, or virtual influencers made by computer-generated image technology, are an alternative influencer marketing solution thanks to advances in technology and artificial intelligence. Virtual influencers are also expected to develop more and can replace human influencers in some activities given their cost-saving benefits and capacity to influence consumers' purchasing intention. Although virtual influencers have not been too well-known in Vietnam, the first influencer whose name is E.M in Vietnam, created by Ogilvy T&A and Colory, has gained prominence among Vietnamese youngsters.
The quantitative research method was used to explore the impact of CGI influencers on Vietnamese Generation Z's purchase intention through the level of awareness, trustworthiness, brand personality, and social media post uniqueness. Young Vietnamese citizens had a good level of knowledge regarding CGI influencers. Despite this, concerns related to ethics and authenticity may arise in campaigns using CGI influencers due to the fact that CGI influencers' level of recognition on social networks has not yet been widespread. There has been speculation that Vietnamese youth do not place their trust in content generated by CGI influencers on social networks. In addition, it is noted that a segment of the Vietnamese Generation Z population shows a desire to watch content created by CGI influencers on popular short-form video platforms including Instagram Reels, TikTok, and Facebook Watch. Young individuals may be interested in fashion, entertainment, and technology-related topics presented by CGI influencers.
In conclusion, brands that wish to incorporate CGI influencers into their communication campaigns must conduct extensive research on the desires and interests of their target audience. This will enable them to ascertain the categories of subjects that are pertinent and are more likely to elicit favorable reactions from their audience.
The quantitative research method was used to explore the impact of CGI influencers on Vietnamese Generation Z's purchase intention through the level of awareness, trustworthiness, brand personality, and social media post uniqueness. Young Vietnamese citizens had a good level of knowledge regarding CGI influencers. Despite this, concerns related to ethics and authenticity may arise in campaigns using CGI influencers due to the fact that CGI influencers' level of recognition on social networks has not yet been widespread. There has been speculation that Vietnamese youth do not place their trust in content generated by CGI influencers on social networks. In addition, it is noted that a segment of the Vietnamese Generation Z population shows a desire to watch content created by CGI influencers on popular short-form video platforms including Instagram Reels, TikTok, and Facebook Watch. Young individuals may be interested in fashion, entertainment, and technology-related topics presented by CGI influencers.
In conclusion, brands that wish to incorporate CGI influencers into their communication campaigns must conduct extensive research on the desires and interests of their target audience. This will enable them to ascertain the categories of subjects that are pertinent and are more likely to elicit favorable reactions from their audience.