Virtual Influencer ‘ROZY’; Is the Attitude Towards ‘her’ Same for Everybody? - Segmentation Approach Based on Virtual Model Attitudes

Influencer marketing has been considered the adaptive strategy in COVID-19 pandemic, largely driven by the widespread use of social media marketing to increase effectively customer base. It is highly resonant and authentic ways to overcome severe time-space constraints of traditional marketing and deliver immediate returns. Influencers-individuals have been becoming vital intermediaries, helping to connect brands with consumers on social media. Especially virtual influencers effectively strengthen cross-functions of social media(aims to generate online leads) and e-commerce(aims to generate clicks). With COVID-19 still raging worldwide, virtual influencers are not subject to any physical restrictions. Furthermore, they are AI generated characters that mimic humans-the features and personalities and controlled entirely by a brand. That is why they remain an important marketing tool. This study aims to develop effective virtual influencer marketing strategy by segmenting consumer markets, which are depending on customers’behavior and attitude toward the virtual influencer, ‘Rozy’. A total of 204 questionaaires were used in this analysis. In the basis on factor analysis of Rozy’s leverage, it can be measured by two factors, namely attractiveness and trustworthiness. Respondents were divided into three groups based on the degree to which Rozy is perceived as attractive or trust. First group is consisted of respondents who evaluate highly Rozy as being a attractive and credible influencer. Second group considers her just as having the quality that attracts people. Last group doesn’t think that Rozy is an alluring and trustworthy influencer. Each group has significantly differences at a degree to the use of social media and continuous usage intention of social media