Can a 2D shark girl be an influencer? uncovering prevailing archetypes in the virtual entertainer industry

IF 10.5 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2024-09-17 DOI:10.1016/j.jbusres.2024.114951

Yee Heng Tan , Barbara R. Greene

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引用次数: 0

Abstract

The rise of virtual technology has served as a catalyst for a new influencer model – one with a crafted persona and an animated avatar. These virtual entertainers excel in engaging audiences and have become increasingly popular as a promising industry with many prospective opportunities. However, research within this industry is limited and lacks consistency. This paper aims to establish an emergent theory for the virtual entertainer industry. First, the concept of a virtual entertainer is introduced and defined along with key developments in the evolution of the industry. Using content analysis on 1189 comments and clustering 293 channels with over 180,000 livestreams, the paper identifies 3 key dimensions of virtual entertainers – (1) Organizational Support, (2) Self Expression and (3) Activity; and 5 distinguishing archetypes for virtual entertainers. The performances of these archetypes were compared across multiple success indicators, providing insights for understanding and developing positioning strategies within this growing industry.

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二维鲨鱼女孩能成为有影响力的人物吗？

虚拟技术的兴起催生了一种新的影响者模式--一种拥有精心设计的角色和动画化身的影响者模式。这些虚拟艺人擅长吸引受众，作为一个前景广阔、机会众多的行业，他们越来越受欢迎。然而，对这一行业的研究十分有限，而且缺乏一致性。本文旨在建立虚拟艺人产业的新兴理论。首先，本文介绍了虚拟艺人的概念和定义，以及该行业发展的主要动态。通过对 1189 条评论进行内容分析，并对 293 个频道的 180,000 多条直播进行聚类，本文确定了虚拟艺人的 3 个关键维度--(1) 组织支持、(2) 自我表达和 (3) 活动；以及虚拟艺人的 5 个不同原型。本文比较了这些原型在多个成功指标中的表现，为了解和制定这一不断发展的行业的定位战略提供了见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.