Understanding Computer-Generated Imagery (CGI) Influencers: A Mixed Method Cross-Cultural Comparison of the U.S. and South Korea

This dissertation investigates the role, efficacy, and perception of computer-generated imagery  (CGI) influencers in social media marketing through three studies. CGI influencers have garnered significant interest due to their increasing prominence and capability to engage with users and endorse products, akin to human influencers. However, understanding of this phenomenon is limited in current literature. Thus, this research seeks to address these knowledge gaps by exploring the presentation, perception, and effectiveness of CGI influencers. The first study employs a textual analysis of popular CGI influencers, Miquela and Rozy, revealing key characteristics contributing to their success, including their robotic nature, human-likeness, attractiveness, authenticity, and cultural relevance. The second study investigates follower perceptions through in-depth interviews, demonstrating the formation of parasocial relationships, social comparison processes, and the influence of cultural differences on perceptions. The thrid study uncovers the theoretical mechanism of the CGI influencers' persuasiveness, revealing the roles of physical and emotional attributes, human-like traits, and cultural differences in shaping social media users' perceptions, attitudes, and behaviors. From a practical perspective, this research offers valuable insights for marketers, advertisers, and developers of CGI influencers. It emphasizes the importance of considering both physical and psychological characteristics of CGI influencers and cultural congruence between CGI influencers and target consumers in constructing global marketing strategies. The study also underlines the need to address credibility and authenticity concerns related to CGI influencers as brand endorsers to enhance their effectiveness. The findings contribute to the theoretical understanding of virtual personas in the context of social media marketing, providing practical implications for marketers and brand managers employing CGI influencers in their marketing communication strategies.