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

Joanne Yu, Astrid Dickinger, Kevin Kam Fung So and Roman Egger

Journal of Retailing and Consumer Services, 2024, vol. 76, issue C

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.

Keywords: Computer-generated imagery; Facial action unit; Social media (search for similar items in EconPapers)
Date: 2024
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Citations: View citations in EconPapers (11)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:76:y:2024:i:c:s0969698923003119

DOI: 10.1016/j.jretconser.2023.103560

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