Exploring the Effectiveness of Virtual Influencers in Nostalgia Marketing: An Empirical Study

Abstract

In the era of influencer marketing, businesses increasingly prioritize virtual influencers (VIs)—computer-generated personas—over genuine influencers due to their capacity to engage audiences and drive actions. However, the effectiveness of VIs varies across different messaging strategies. This study explores the factors that enhance the impact of VI posts, specifically examining how the presence of another person in images influences consumer responses. Using a multimedia approach, the research analyzed thousands of social media posts with automated image and text tools, revealing that the inclusion of companions significantly boosts consumer trust and engagement. This psychological process, driven by trust, humanizes VIs, making their content more impactful. The study further connects these findings to nostalgia marketing, positing that integrating nostalgic themes with VI content can amplify emotional resonance and consumer responses. Employing a primarily quantitative methodology, the research highlights the practical benefits of nostalgia-driven campaigns, offering actionable insights for marketers and content creators. The results underscore the potential for VIs to increase consumer engagement, enhance brand loyalty, and drive sales when paired with nostalgia. This approach provides a strategic pathway for companies to optimize their social media content and achieve substantial marketing benefits.

Keywords: Virtual Influencers, Nostalgia Marketing

View PDF