Research on Audience Cognition,Attitude and Behavior of Virtual Digital Person AYAYI's Marketing Practice
The development of the Internet and digital technology has changed the traditional marketing,spawned a more interactive,more accurate digital marketing.The emergence of virtual digital people provides a new application direction for digital marketing.Taking the virtual digital person AYAYI as an example,this paper explores the audience's cognition,attitude and behavior of its marketing practice through questionnaire survey,and finds that different audience have obvious differences in the distribution of AYAYI's cognition,showing a trend of polarization.The level of audience's awareness of virtual digital people determines whether they will pay for marketing content,and there is a positive correlation between the two.High face value and sense of science and technology are the primary factors for virtual digital people to attract audience,but to maintain long-term attraction,it is necessary to build IP and take effective communication channels to maintain the relationship with the audience.
virtual digital persondigital marketingAYAYIaudiencedigital industry
万方数据
维普
