Paper Number
ICIS2025-2401
Paper Type
Short
Abstract
Virtual influencers (VIs) are increasingly prominent in video marketing, yet the role of their visual designs in shaping audience engagement remains underexplored. This study investigates how visual metaphorical designs in VI videos influence viewers’ emotional and behavioral responses. Drawing on Conceptual Metaphor Theory and Visual Rhetorical Theory, we analyze YouTube VI videos, categorizing metaphors as juxtaposition, fusion, or replacement. Using computer vision and text analysis, we assess the effects of these metaphor types on likes and comment sentiment. Results show that metaphorical content boosts emotional engagement, with fusion and replacement outperforming juxtaposition. Moreover, alignment between the VI and the promoted product further amplifies this effect. By extending metaphor theory into the context of VI-based video marketing, this research advances understanding of how metaphor type and VI–product congruence shape audience engagement, providing actionable insights for brands in the influencer economy.
Recommended Citation
Wang, Ying and Song, Jaeki, "Seeing is Feeling: Investigating the Emotional Impact of Metaphorical Design in Video-Based Virtual Influencer Content" (2025). ICIS 2025 Proceedings. 12.
https://aisel.aisnet.org/icis2025/is_media/is_media/12
Seeing is Feeling: Investigating the Emotional Impact of Metaphorical Design in Video-Based Virtual Influencer Content
Virtual influencers (VIs) are increasingly prominent in video marketing, yet the role of their visual designs in shaping audience engagement remains underexplored. This study investigates how visual metaphorical designs in VI videos influence viewers’ emotional and behavioral responses. Drawing on Conceptual Metaphor Theory and Visual Rhetorical Theory, we analyze YouTube VI videos, categorizing metaphors as juxtaposition, fusion, or replacement. Using computer vision and text analysis, we assess the effects of these metaphor types on likes and comment sentiment. Results show that metaphorical content boosts emotional engagement, with fusion and replacement outperforming juxtaposition. Moreover, alignment between the VI and the promoted product further amplifies this effect. By extending metaphor theory into the context of VI-based video marketing, this research advances understanding of how metaphor type and VI–product congruence shape audience engagement, providing actionable insights for brands in the influencer economy.
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