Comparison of virtual idols and virtual streamers: From the perspective of design features

Authors

Qingwei Wang, University of Nottingham, Ningbo, ChinaFollow
Boying Li, University of Nottingham, Ningbo, ChinaFollow
Chee-Wee Tan, Hong Kong Polytechnic University, Hong Kong, SAR ChinaFollow
Alain Yee-Loong Chong Professor, University of Nottingham, Ningbo, ChinaFollow
Xiaotong Liu, University of Nottingham, Ningbo, ChinaFollow
Rongyue Chen, University of Nottingham, Ningbo, ChinaFollow
Yijian Zhang, University of Nottingham, Ningbo, ChinaFollow
Xiying Xie, University of Nottingham, Ningbo, ChinaFollow
Zhuohan Wang, University of Nottingham, Ningbo, ChinaFollow

Abstract

This study adopted a semi-structured literature review method to distinguish virtual idols and virtual streamers from the perspective of design features and to identify the impact of specific design features on particular marketing outcomes. The results show that both of them emphasize the use of visual nonverbal features, particularly appearance, to enhance user engagement. Virtual idols focus more on the sense of celebrity to build relationships with fans, while virtual streamers prioritize commercial goals by enhancing emotional capacity. This study further clarifies the concepts of virtual idols and virtual streamers and provides design guidelines for marketers under different marketing targets.

Recommended Citation

Wang, Qingwei; Li, Boying; Tan, Chee-Wee; Chong, Alain Yee-Loong Professor; Liu, Xiaotong; Chen, Rongyue; Zhang, Yijian; Xie, Xiying; and Wang, Zhuohan, "Comparison of virtual idols and virtual streamers: From the perspective of design features" (2024). ICEB 2024 Proceedings (Zhuhai, China). 60.
https://aisel.aisnet.org/iceb2024/60