Volume 11, Number 23, December 2021

Para-Social Interaction Analysis of Valentino Virtual Spokesperson based
on Weibo Data and Search Popularity

  Authors

Dandan Yu¹, Wuying Liu^{1, 2}, ¹Ludong University, China, ²Guangdong University of Foreign Studies, China

  Abstract

Brand image is one of the most important factors influencing the competitiveness of the commodity market. In order to reduce the negative impact of potential scandals of celebrity spokespersons, Valentino began to use a virtual spokesperson named noonoouri for promotion. In this context, we first describe the application model of Valentino's virtual spokesperson. Then, based on the Valentino Weibo data we collected and Google search popularity, we analyzed the impact of virtual spokespersons on the para-social interaction between brands and consumers. Finally, according to the analysis conclusion of the impact of Valentino's virtual spokesperson in the para-social interaction, a corresponding marketing-competitive brand image promotion proposal is put forward.

  Keywords

Para-social Interaction, Valentino, Virtual Spokesperson, Weibo Data, Search Popularity.