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An Exploration of Consumer Trust in Virtual Influencers |
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| รหัสดีโอไอ | |
| Creator | Parama Yahorm |
| Title | An Exploration of Consumer Trust in Virtual Influencers |
| Publisher | MSMIS Thammasat University |
| Publication Year | 2568 |
| Journal Title | Journal of information systems in Business |
| Journal Vol. | 11 |
| Journal No. | 1 |
| Page no. | 60 |
| Keyword | Virtual Influencer, Trust, Media |
| URL Website | http://www.jisb.tbs.tu.ac.th |
| ISSN | 3088-1692 |
| Abstract | In recent years, digital marketing has experienced rapid growth, leading to the continuous emergence of various advertising media. Among these innovations is the concept of virtual influencers, which are avatars designed to resemble human beings and derive from established influencer marketing. Virtual influencers mitigate several limitations associated with traditional influencers in numerous aspects. However, distinct characteristics remain that differentiate virtual influencers from their human counterparts. This research specifically examines consumer trust in advertising media involving virtual influencers, which can be categorized into two types: branded virtual influencers and independent virtual influencers. The study is grounded in the concept of trust and its related factors. To gather qualitative data, an in-depth interview method was employed, involving a sample size of 18 participants. The findings reveal the underlying reasons for consumer trust in advertising media featuring virtual influencers. These insights correspond to attributes influencing consumer trust and are organized into ten thematic areas. This research aims to enhance understanding of consumer trust in virtual influencers. |
