Textiles, Merchandising and Fashion Design, Department of
Department of Textiles, Merchandising and Fashion Design: Dissertations, Theses, and Student Research
First Advisor
Jennifer Johnson Jorgensen
Committee Members
Mary Alice Casto, Andrew Zimbroff
Date of this Version
12-2025
Document Type
Thesis
Citation
A thesis presented to the faculty of the Graduate College at the University of Nebraska in partial fulfillment of the requirements for the degree of Master of Science
Major: Textiles, Merchandising, and Fashion Design
Under the supervision of Professor Jennifer Johnson Jorgensen
Lincoln, Nebraska, December 2025
Abstract
As social media continues to shape how consumers interact with brands, virtual influencers (VIs) have emerged as a new type of digital celebrity. While previous research has explored how VIs contribute to brand image and awareness, there has been limited attention on how different types of VIs, both anime-like and human-like, affect consumer perceptions across different markets. This study examines how these two types of VIs impact relatability, aspiration, and brand awareness, with a focus on the differences between luxury and mass market. Using a within-subjects experimental design, this study recruited 574 participants with social media experience using MTurk. The survey exposed participants to two types of VIs to explore how consumers’ relatable or aspirational perceptions may impact brand awareness. The results of this study indicate that anime-like and human-like VIs were perceived as relatable and aspirational figures. Additionally, perceptions of relatability were found to play a significant role in increasing brand awareness for both luxury and mass market. In contrast, perceptions of aspiration did not show statistically significant support for brand awareness in either the luxury or mass market.
The results aim to enhance the understanding of VI effectiveness in digital marketing and provide practical insights for brands looking to strategically employ VIs based on their target market.
Advisor: Jennifer Johnson Jorgensen
Included in
Fashion Business Commons, Fashion Design Commons, Fiber, Textile, and Weaving Arts Commons, Industrial and Product Design Commons, Marketing Commons, Social Influence and Political Communication Commons, Social Media Commons
Comments
Copyright 2025, Carol Calderon Ambelis. Used by permission