Research On Brand Attitude Optimization Based On Virtual Idol AYAYI Endorsement

In recent years,many virtual idols have become popular on social media platforms,which has also allowed more and more investors to see the bright prospects of the virtual idol market.According to the report of i Media Consulting,the core market size of domestic virtual idols will reach 6.22 billion yuan in 2021,and it is expected that the data will reach 48.06 billion yuan in2050,showing a considerable growth rate.Despite the promising market prospects,there are still unsatisfactory phenomena in the endorsement of individual virtual idols.At present,the research of domestic scholars on virtual idols mainly focuses on the relevant theoretical basis,concept and future development trend,and some scholars have carried out research on the design and technical aspects of virtual idols,but there are relatively few case studies on virtual idol endorsements,especially on Computer-generated Imagery virtual idol endorsements.This paper mainly discusses the brand attitude optimization strategy of virtual idol endorsement through case analysis,aiming to provide reference suggestions for virtual idol enterprises and brands that intend to find virtual idol endorsement.Firstly,the virtual idol AYAYI was used as a case study to analyze its operation status through data mining and visualization techniques in this study.Secondly,the Fishbein Model was used and the seven attributes of virtual idols that affect consumers’ purchase intention proposed by a scholar were used as measurement variables for questionnaire design.Meanwhile,this paper introduces virtual idol Liu for comparative research,we can calculate the final result and compare consumers’ brand attitude scores with Liu to derive four main attributes that AYAYI needs to improve.Thirdly,this paper adopts the Means-End Chain theory to study consumers’ brand attitudes towards virtual idols,analyzes the four main factors affecting consumers’ attitudes towards virtual idol brands from the perspective of audiences,and once again proves their importance.Finally,through an in-depth understanding of consumers’ concepts and needs,the attributes that need to be improved by AYAYI endorsement and the personal value of consumers are organically combined,and the optimization strategies and improvement suggestions that the AYAYI operation team can implement under the current conditions are proposed to optimize consumers’ brand attitude towards virtual idol AYAYI endorsement.This study not only provides new ideas and methods for virtual idol case studies,but also adds certain research materials to the field of virtual idol research,and gradually deepens the research in this field by attracting scholars’ interest in virtual idol endorsement.At the same time,the strategies and suggestions proposed in this paper provide valuable reference and guidance for virtual idol enterprises and brands,and help to enhance consumers’ brand attitudes towards virtual idol endorsement.These strategies and suggestions further help virtual idol enterprises and brands to better utilize virtual idol endorsement to enhance their brand image and market influence,thus improving their market competitiveness.