성공적인 가상 인플루언서 마케팅 분석연구: 국외 가상 인플루언서 ‘릴 미켈라’와 국내 가상 인플루언서 ‘로지’ 비교 중심으로

초록

The value of virtual influencer marketing is increasing, and many studies are being conducted accordingly. This study also attempts to derive implications by exploring the practical status and direction of such virtual influencer marketing. The most successful cases, Instagram contents of foreign virtual influencer Lil Miquela and domestic virtual influencer Rozy, were analyzed to provide comparative analysis of the differences in content topics and parasocial interactions. As a result of the analysis, Lil Miquela posts were mainly about showing off her relationships, such as posting contents about friends and families, and Rozy mainly uploaded event posts like showing specific products and places, and her traveling posts. In addition, self disclosure and facial expression, which are factors related to quasi-social relations, appeared more frequently in Lil Miquela contents than Rose’s and consists of many natural poses. And compared to Rozy, Lil Miquela’s posts appeard higher frequency of frontal composition, camera gaze, and close-up-shot posts that form friendly relationship with followers. In other words, Lil Miquela is actively utilizing factors that can form a quasi-social relationship to appeal naturalness and friendliness to followers to form a social relationship. As such, this study suggests a way to analyze the current status of successful virtual influencer contents and expand its influence.

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