期刊
JOURNAL OF RETAILING AND CONSUMER SERVICES
卷 76, 期 -, 页码 -出版社
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2023.103560
关键词
Computer-generated imagery; Facial action unit; Social media
类别
This study explores the impact of emotional display on user engagement with computer-generated imagery influencers by using artificial intelligence. It reveals the significance of happiness, sadness, disgust, and surprise in promoting diverse products and emphasizes the importance of balancing muscle movement intensity for technology, human behavior, and digital communication.
Focusing on the application of artificial intelligence, this study investigates the impact of emotional display on user engagement with computer-generated imagery influencers through the lens of the computers are social actors (CASA) framework. It breaks down emotions into individual muscle movements (i.e., facial action units). By using facial recognition based on 1,028 pictures shared by Lil Miquela, the findings disclose the significance of happiness, sadness, disgust, and surprise in triggering user engagement when promoting diverse products with visually captivating content. The findings highlight the importance of balancing the intensity of muscle movement to streamline the interplay between technology, human behaviour, and digital communication.
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