On the Social Media Platform, Virtual Internet Celebrities and Real Idol Brand Spokesmen Perceive Human Nature, Physical Charm, and Study Consumer Reaction Based on Self-Consistency: The Media Effect of Trust

With technological advances in computer-generated images, a new type of social media influencer has arisen, the virtual webcam. It has an advantage over human webmasters because, without physical constraints, their images are easier to control. However, it remains to be seen and researched whether virtual influencers can be as effective as human influencers in generating positive brand attitudes. Virtual web celebrities or real idols, marketing to consumers is the trust of the marketing effect, so it tries to discuss from the empirical. This paper discusses the role of perceiving human nature, charm, and the mediation effect of trust based on self-consistency. To this end, determine the perception of human-level (high/low) and charm (high/low) self-consistency (high/low) model spokesperson type (virtual web celebrity/real idol) on the influence of advertising effect, the results show that consumers to brand perception human nature and charm level is higher, when a positive attitude towards advertising and high trust, and consumer self-consistency is higher brand spokesperson also have higher preference. In addition, trust also plays a media role in the relationship between the characteristics of brand spokesmen and the advertising effect. Specifically, when the level of human nature and charm is high, the spokesperson will be more trustworthy, which also has a positive impact on the effect of all advertising. Finally, the influence of human nature perception and charm on the advertising effect does not change according to the different types of spokesmen, but in contrast, the trust degree of real idol models is higher than that of virtual web celebrities, and their positive attitude and purchase intention to the brand are also higher. Perception of humanity, charm, and self-consistency all have a positive impact on trust. Furthermore, trustworthiness had a meaningful effect on consumer response and was confirmed to have a vector effect on all independent variables. This study is expected to provide both theoretical and practical value by clarifying the effects of the main variables that may influence the marketing of brand spokesmen.