心理科学进展2025，Vol.33Issue(6)：965-983,19.DOI:10.3724/SP.J.1042.2025.0965
自建IP还是合作IP:虚拟影响者代言人选择策略对消费者融入的影响
The impact of brand-developing versus collaborative virtual influencer endorsement selection strategies on consumer engagement
摘要
Abstract
Virtual influencer endorsement,empowered by artificial intelligence technology,prompts a novel brand communication approach that exerts significant influence on social media platforms.However,firms face a unique strategic challenge in effectively utilizing virtual influencer endorsements to drive consumer engagement.This challenge arises from a strategic tension in selecting either brand-developing proprietary virtual influencers or collaborating with third-party virtual influencers.This project aims to theoretically derive brand-developing and collaboration strategies,and specifically conduct a comprehensive analysis from the perspectives of communication time,accuracy,and relationships.It seeks to illustrate the underexplored mechanisms between virtual influencer endorsement selection strategies and consumer engagement.Additionally,this study further explores the potential moderating effects of artificial intelligence technological factors,as well as virtual influencer and consumer factors.By filling the knowledge gap in virtual influencer endorsement selection strategies,this project contributes to the understanding of virtual influencer marketing and provides valuable insights for managerial intervention.关键词
品牌代言/虚拟影响者/营销策略/消费者融入/人工智能营销Key words
brand endorsement/virtual influencer/marketing strategy/consumer engagement/artificial intelligence marketing分类
社会科学引用本文复制引用
项典典,尹雨乐,葛梦琦,王子涵..自建IP还是合作IP:虚拟影响者代言人选择策略对消费者融入的影响[J].心理科学进展,2025,33(6):965-983,19.基金项目
国家自然科学基金项目(72402231,72032004)、湖北省哲学社会科学研究项目(21G042)资助. （72402231,72032004）
