Academy & Industry Research Collaboration Center (AIRCC)

Volume 11, Number 23, December 2021

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


Dandan Yu1, Wuying Liu1, 2, 1Ludong University, China, 2Guangdong University of Foreign Studies, China


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.


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