<![CDATA[Virtual brand ambassadors have become a new type of brand spokesperson with the advent of Artificial Intelligence (AI). NARS Cosmetics, a pioneering cosmetics company, has introduced their own virtual brand ambassadors known as NARS Power Players. However, the existing literature has not yet answered whether the attributes of virtual entities can shape consumer response. The novelty of this research lies in its focus on NARS Cosmetics' virtual brand ambassadors, the NARS Power Players, which are a new phenomenon in the field of brand representation. While virtual brand ambassadors have emerged with AI technology, there is a gap in the existing literature regarding how the attributes of these virtual entities specifically impact consumer attitudes. This study addresses this gap by investigating the influence of credibility, attractiveness, congruence, and human-likeness of NARS Power Players on consumer attitudes. Additionally, the study incorporates several relevant theories, including Stimulus-Response Theory, Source Credibility Model, Source Attractiveness Model, Match-up Hypothesis, and Uncanny Valley Theory, to provide a theoretical framework for understanding the impact of virtual brand ambassadors. The use of quantitative methodology and the specific focus on NARS Power Players contribute to the novelty of this research, offering insights that can further enhance our understanding of consumer responses to virtual brand representatives.This study used quantitative methodology by distributing online questionnaires to 112 respondents. The results showed that the credibility, congruence, and human-likeness of virtual brand ambassadors had a positive and significant influence on consumer attitudes. However, attractiveness did not have a significant influence on consumer attitudes. Researchers can further explore this topic by conducting investigative qualitative research on consumer perceptions and comparative analysis with human endorsers and non-human endorsers.ABSTRAKDengan munculnya Artificial Intelligence (AI), virtual brand ambassadors telah menjadi jenis baru brand spokesperson yang non-human. Perusahaan kosmetik perintis, NARS Cosmetics, baru-baru ini memperkenalkan virtual brand ambassadors mereka sendiri yang dikenal sebagai NARS Power Players. Namun, literatur yang ada belum menjawab apakah atribut-atribut entitas virtual yang dapat membentuk respons konsumen. Kebaruan dari penelitian ini terletak pada fokusnya pada virual brand ambassadors NARS Cosmetics, yaitu NARS Power Players, yang merupakan fenomena baru dalam bidang brand ambassadors yang non-human. Sementara virtual brand ambassadors muncul dengan teknologi AI, terdapat kesenjangan dalam literatur yang ada mengenai bagaimana atribut entitas virtual ini secara khusus mempengaruhi sikap konsumen. Penelitian ini mengatasi kesenjangan tersebut dengan menganalisis pengaruh credibility, attractiveness, congruence, dan human-likeness dari NARS Power Players sebagai virtual brand ambassadors terhadap sikap konsumen. Selain itu, penelitian ini mencakup beberapa teori yang relevan, termasuk Stimulus-Response Theory, Source Credibility Model, Source Attractiveness Model, Match-up Hypothesis dan Uncanny Valley Theory untuk memberikan kerangka teoretis dalam memahami pengaruh virtual brand ambassadors. Penggunaan metodologi kuantitatif dan fokus khusus pada NARS Power Players memberikan kontribusi pada kebaruan penelitian ini, menawarkan wawasan yang dapat lebih meningkatkan pemahaman tentang respons konsumen terhadap virtual brand ambassadors. Penelitian ini menggunakan metodologi kuantitatif dengan menyebarkan kuesioner online kepada 112 responden. Hasil penelitian menunjukkan bahwa credibility, congruence, dan human-likeness dari virtual brand ambassadors memiliki pengaruh yang positif dan signifikan terhadap sikap konsumen, sedangkan attractiveness tidak memberikan pengaruh yang signifikan terhadap sikap konsumen. Peneliti selanjutnya dapat mengeksplorasi topik ini lebih lanjut dengan melakukan penelitian kualitatif investigatif mengenai persepsi konsumen dan analisis perbandingan dengan human endorser dan non-human endorser.]]>
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