TY - JOUR
T1 - Artificial intelligence-generated virtual influencer: Examining the effects of emotional display on user engagement
AU - Yu, Joanne
AU - Dickinger, Astrid
AU - Kam Fung So, Kevin
AU - Egger, Roman
PY - 2024/1
Y1 - 2024/1
N2 - 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.
AB - 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.
U2 - 10.1016/j.jretconser.2023.103560
DO - 10.1016/j.jretconser.2023.103560
M3 - Article
SN - 0969-6989
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
IS - 76
ER -