1. Lời mở đầu: Kumar

The document discusses the role of celebrities and virtual idols in marketing. It provides background on the rise of virtual idols in Japan and defines them as computer-generated personalities created through technology that can imitate human actions. The document also presents a research model that 10 characteristics of virtual idols including popularity and attractiveness can influence consumer attitudes.

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1. Lời mở đầu: Kumar

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1.

Lời mở đầu

In the volatile world of marketing, celebrities are not only familiar faces on screen or stage, but also
owners of strong influence in the field of advertising and marketing. They are "brand ambassadors",
not only bringing aesthetic value but also being a reliable bridge, bringing brands' messages closer to
the public. Customer attitudes toward a good brand will be able to influence customers’
purchase intentions. Customers will show a good brand attitude because of the influence
made from celebrity endorsement ( Angga Febrian , 2021), The role of celebrities in
marketing is increasingly important because of this in 2016, 98 percent of UK marketers
perceived and experienced the inclusion of celebrities into their social media activities as
either highly effective or quite effective (Guttmann 2016). Meanwhile, artificial intelligence
(AI) has become a disruptive force that has revolutionized industries and changed business
practices. The integration of AI has brought numerous benefits to various functional areas
within organizations, with marketing experiencing a significant positive impact. ( V. Kumar ,
2024). Just a few years ago, AI was about robots or futuristic movies, yet here we are,
standing on the verge of this imminent reality. Currently, AI solutions are dominant in many
user-facing interactions. For instance, AI-p owered chatbots influence the online
shopping experience by personalizing the experience based on the customer’s
previous shopping data. Everyday uses of AI include automated customer support for
customer queries and requests, and travel assistance wherein chatbots provide users
with travel recommendations, ticket booking, and landmarks recommendations. The
growth of AI and its prospects for the marketing industry are immense ( Kumar ,
2021). Along with the continuous development of technology and computer in the
marketing industry, the appearance of virtual idols has brought the marketing
industry to a new level. In 1984, the first virtual idol, “Lynn Minmay,” was
introduced in Japan through the anime series “Super Dimension Fortress Macross,”
marking a pivotal moment where a fictional singer achieved significant success in the
real world ( Kong et al., 2021 ). In the 1980s and 1990s, Japanese virtual idols
gradually transcended their origins in manga or anime backgrounds, aligning
operational methods more closely with real-world idols, and even surpassing human
idols in popularity. Because of the strong growth of virtual idols in the marketing
industry, we have realized that virtual idols have a great influence on shoppers.
There have been many articles written about virtual idols, however we realize that
there are still limitations in the research articles, only domestic research, and there
are very few articles about the characteristics of virtual idols in Vietnam. Vietnam.
Therefore, we chose to research how the characteristics of virtual idols will impact
customer attitudes.
2. Cơ sở lí thuyết và mô hình
1. Vitural Idol
In 1984, the first virtual idol, “Lynn Minmay,” was introduced in Japan through the
anime series “Super Dimension Fortress Macross,” marking a pivotal moment where
a fictional singer achieved significant success in the real world ( Kong et al., 2021 ).
Therefor, there are many different definitions of virtual idols. Virtual idols are
computer-generated personalities that exist, they are virtual celebrities who
participate in idol activities that have the ability to attract and influence fan ( Yunzhu
Yu a, Simon CM. Kwong b, Achaya Bannasilp ) There are other research articles that
define that , virtual idols are defined as human virtual images synthesized using computing technology
and virtual reality technology. ( by Qian-Qian Huang,Hong-Jian Qu * andPei Li ) . In another post,
virtual are crafted using digital media technologies such as virtual reality, engine
animation, motion capture, image recognition, and voice synthesis (Huang & Wang,
2021). Capable of mirroring real idols in performance and image operations, AI
technology endows virtual idols with natural movements, creative abilities, and
interactive communication skills (Yu & Geng, 2020). In this article, we define virtual
idols as created from technology, capable of imitating human actions with realistic
expressions.
According to the research paper The Influence of Virtual Idol Characteristics on
Consumers’ Clothing Purchase Intention this study classifies the characteristics of
virtual idols into seven dimensions (i.e., popularity, cuteness, anthropomorphism,
attractiveness, professionalism, relevance, and homogeneity). influence on consumer
shopping attitudes. In the article Modeling the significance of celebrity endorsement
and consumer interest on attitude, purchase intention, and willingness to pay a
premium price for green skincare products, it is argued that trusworthy, dignified
image, Expertise, and personality affect attitudes towards people. with advertising
and branding When is celebrity endorsement effective? Exploring the role of
celebrity endorsers in enhancing key brand associations found that 3E (Enticing
Enabling Enriching) influences consumer perceptions. After research, we found that
cuteness and personality are a small variable of attractiveness so we will remove
cuteness from the research model. Our model includes 10 variables: popularity,
anthropomorphism, attractiveness, professionalism, relevance, homogeneity,
trusworthiness, and 3E, the above 10 variables will affect consumer attitudes.
2. Attitude
From the characteristics of virtual illusions, the characteristics will affect consumer
attitudes towards products, brands and purchases. Under the effect of attachment
transfer, fans’ emotional attachment to virtual idols is expected to help generate a
positive evaluation of the products or brands endorsed by their favorite virtual idols.