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

Joanne Yu · Astrid Dickinger · Kevin Kam Fung So · Roman Egger

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Digital Marketing and Social Media Social Robot Interaction and HRI AI in Service Interactions

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.

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References

1992An argument for basic emotions 2000Machines and Mindlessness: Social Responses to Computers 1994Computers are social actors 2016Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users 2014Fostering Consumer–Brand Relationships in Social Media Environments: The Role of Parasocial Interaction 2004Is “service with a smile” enough? Authenticity of positive displays during service encounters 2018Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge 2020Building a Stronger CASA: Extending the Computers Are Social Actors Paradigm

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