Yapay zekâ destekli sanal etkileyiciler: Türkiye’deki sanal etkileyicilere yönelik kullanıcı tepkileri üzerine bir araştırma
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Tarih
2025
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Yapay zeka destekli oluşturulan sanal etkileyiciler, tüm dünyada olduğu gibi Türkiye’de de ilgi çekmektedir. Sanal etkileyiciler, insan olan etkileyiciler gibi sosyal medya kullanıcılarını etkileyebilmekte, belirli duygulara sahip olması ve istenen şekilde davranması yönünde kullanıcıları teşvik edebilmektedir. Sanal etkileyicilerin giderek daha fazla önem kazanması, bu konudaki araştırmaları da zorunlu kılmaktadır. Şöyle ki sanal etkileyicilere ilişkin cevaplanmamış ve merak edilen güvenirlik, etkileyicilik, satışları destekleme durumu gibi pek çok soruyla karşı karşıya bulunulmaktadır. Bu çalışmada, Türkiye’de varlık gösteren sanal etkileyicilere yönelik Instagram kullanıcılarının tepkilerini ortaya koymak amaçlanmıştır. Bu doğrultuda Türkiye’de bulunan Alin ve Alara X adlı iki sanal etkileyicinin Instagram paylaşımlarına gelen kullanıcı yorumları içerik analiziyle incelenmiştir. Elde edilen verilere göre, kullanıcıların sanal etkileyicilere karşı yorumları genellikle olumlu yöndedir. Ardından kullanıcıların sanal etkileyiciye şüpheyle yaklaştığı, yapay zeka olup olmadığını, gerçekçi olup olmadığına gönderme yaptığı sorgulayıcı yorumlar gelmektedir. Az sayıda kullanıcı, fiziksel görünüşün korkutucu olduğuna ilişkin fikirlerini de paylaşmıştır. Araştırmanın sonucuna göre, sanal etkileyicilerin sosyal medya kullanıcıları tarafından benimsendiğini söylemek yanlış olmayacaktır.
“Influencers” are people who have a significant follower base on social media and have the power to influence the decisions of their followers (Kádeková & Holienčinová, 2018). Like traditional influencers, virtual influencers created in the digital environment also live like real people and appear as extremely influential characters. In fact, virtual influencers have reached significant levels in the last few years and some of them have started to collaborate with big brands. Luxury brands such as Chanel, Burberry, Dior, Prada, Versace, Marc Jacobs, Louis Vuitton and Calvin Klein benefit from virtual influencers who are present on social media for their promotional activities (Jhawar et al., 2023). On the other hand, approximately 70% of brands use the Instagram platform in their marketing activities (Conti et al., 2022, p. 2). Therefore, virtual influencers are usually on Instagram as a social media platform. A new type of influencer has recently emerged, virtual influencers, are CGI (computer-generated imagery) or animated digital characters that exist entirely online (Bringe, 2022). The created characters look and act like real people, have social media presence, and post pre-created content (Gerlich, 2023). AI influencers physically resemble humans in terms of personality and behavior (Moustakas, Lamba, Mahmoud & Ranganathan, 2020). The distinctive feature of virtual influencers is that they are not bound by time and space beyond physical limitations. Unlike human influencers, they are free from all human-specific requirements (Gerlich, 2023, p. 2). AI-powered virtual influencers represent a new way to reach consumers (Allal-Chérif, Puertas & Carracedo, 2024). Virtual influencers, who have become ambassadors for brands and products (Gradinescu, Bostanica & Orzan, 2023), can perform all the activities of real people and earn large amounts of income like human influencers (Block & Lovegrove, 2021). Created using computer-aided image creation (CGI), motion capture technology and artificial intelligence technologies, virtual influencers are usually managed by a team of people with the goal of making brand agreements (Glover, 2024). Brands prefer virtual influencers over human influencers for purposes such as better control of the influencer's behavior, cost savings or the desire to be up-to-date (Franke, Groeppel-Klein & Müller, 2023). Virtual influencers are seen as the future of advertising, fashion and commerce (Robinson, 2020). According to a study conducted by Influencer Marketing Factory, 58% of US users who participated in the study follow at least 1 virtual influencer, and 35% of respondents stated that they have purchased at least one product or service promoted by a virtual influencer (https://theinfluencermarketingfactory.com/virtual-influencerssurvey-infographic/, 2024). Although some studies have revealed that virtual influencers interact with consumers as effectively as humans, their artificial identities also raise credibility concerns that may hinder the effectiveness of influencer marketing (Lim & Lee, 2023). On the other hand, studies point out that virtual influencers offer innovation and may lack the authenticity and credibility of human social influencers (Moustakas, Lamba, Mahmoud & Ranganathan, 2020). The effectiveness of virtual influencers depends on the presence of a strong vision. Including virtual influencers in stories that feel real and attract attention with their online personas helps them establish an emotional bond with their followers (Moustakas, Lamba, Mahmoud & Ranganathan, 2020). This research focuses on virtual influencers who have begun to attract attention in Türkiye as well as around the world. In line with the purpose of the research, it was aimed to determine the reactions and approaches of users towards virtual influencers operating in Türkiye. In this direction, the user comments made on the posts on the Instagram accounts of virtual influencers Alin and Alara X, who actively use their Instagram accounts, were examined using the content analysis method. Descriptive content analysis was used to determine the emotional state in the comments on Instagram posts; thematic content analysis was used to determine the themes of the comments. The Instagram posts of virtual influencers named Alin and Alara X were examined between August 12 and September 4, 2024, and 302 comments on the last five posts of each virtual influencer were analyzed. Responses to comments made by users on the posts were not included in the review. According to the findings obtained from the research, it was observed that users reacted positively to virtual influencers Alin and Alara X and adopted them. They generally sent expressions and emojis containing meanings such as appreciation, liking and support to virtual influencers. It was observed that there were also some negative expressions towards the virtual influencer named Alin. In the negative expressions, the artificiality, unnaturalness and scary appearance of the virtual influencer's physical appearance were emphasized. On the other hand, users made almost no comments expressing negative feelings towards the virtual influencer Alara X. It is also necessary to say that a significant portion of users have a neutral emotional state towards virtual influencers. It was observed that the feelings of questioning and discovering the virtual influencer were prominent in the neutral comments of the users. In another stage of the research, user comments on the shares of virtual influencers analyzed were divided into themes. The themes that emerged from the 302 comments analyzed are as follows: Like/Positive, Dislike/Negative, Artificial Intelligence Questioning, Desire to Communicate, Asking for Brand/Product, Humor, and the other category that could not be included in these themes. The findings obtained from the research are remarkable in terms of showing the interaction between virtual influencers and users. The research provides an idea about the future of virtual influencers. In future studies, it is recommended to conduct comparative studies by obtaining in-depth data with techniques such as surveys, interviews, and focus group studies aimed at users.
“Influencers” are people who have a significant follower base on social media and have the power to influence the decisions of their followers (Kádeková & Holienčinová, 2018). Like traditional influencers, virtual influencers created in the digital environment also live like real people and appear as extremely influential characters. In fact, virtual influencers have reached significant levels in the last few years and some of them have started to collaborate with big brands. Luxury brands such as Chanel, Burberry, Dior, Prada, Versace, Marc Jacobs, Louis Vuitton and Calvin Klein benefit from virtual influencers who are present on social media for their promotional activities (Jhawar et al., 2023). On the other hand, approximately 70% of brands use the Instagram platform in their marketing activities (Conti et al., 2022, p. 2). Therefore, virtual influencers are usually on Instagram as a social media platform. A new type of influencer has recently emerged, virtual influencers, are CGI (computer-generated imagery) or animated digital characters that exist entirely online (Bringe, 2022). The created characters look and act like real people, have social media presence, and post pre-created content (Gerlich, 2023). AI influencers physically resemble humans in terms of personality and behavior (Moustakas, Lamba, Mahmoud & Ranganathan, 2020). The distinctive feature of virtual influencers is that they are not bound by time and space beyond physical limitations. Unlike human influencers, they are free from all human-specific requirements (Gerlich, 2023, p. 2). AI-powered virtual influencers represent a new way to reach consumers (Allal-Chérif, Puertas & Carracedo, 2024). Virtual influencers, who have become ambassadors for brands and products (Gradinescu, Bostanica & Orzan, 2023), can perform all the activities of real people and earn large amounts of income like human influencers (Block & Lovegrove, 2021). Created using computer-aided image creation (CGI), motion capture technology and artificial intelligence technologies, virtual influencers are usually managed by a team of people with the goal of making brand agreements (Glover, 2024). Brands prefer virtual influencers over human influencers for purposes such as better control of the influencer's behavior, cost savings or the desire to be up-to-date (Franke, Groeppel-Klein & Müller, 2023). Virtual influencers are seen as the future of advertising, fashion and commerce (Robinson, 2020). According to a study conducted by Influencer Marketing Factory, 58% of US users who participated in the study follow at least 1 virtual influencer, and 35% of respondents stated that they have purchased at least one product or service promoted by a virtual influencer (https://theinfluencermarketingfactory.com/virtual-influencerssurvey-infographic/, 2024). Although some studies have revealed that virtual influencers interact with consumers as effectively as humans, their artificial identities also raise credibility concerns that may hinder the effectiveness of influencer marketing (Lim & Lee, 2023). On the other hand, studies point out that virtual influencers offer innovation and may lack the authenticity and credibility of human social influencers (Moustakas, Lamba, Mahmoud & Ranganathan, 2020). The effectiveness of virtual influencers depends on the presence of a strong vision. Including virtual influencers in stories that feel real and attract attention with their online personas helps them establish an emotional bond with their followers (Moustakas, Lamba, Mahmoud & Ranganathan, 2020). This research focuses on virtual influencers who have begun to attract attention in Türkiye as well as around the world. In line with the purpose of the research, it was aimed to determine the reactions and approaches of users towards virtual influencers operating in Türkiye. In this direction, the user comments made on the posts on the Instagram accounts of virtual influencers Alin and Alara X, who actively use their Instagram accounts, were examined using the content analysis method. Descriptive content analysis was used to determine the emotional state in the comments on Instagram posts; thematic content analysis was used to determine the themes of the comments. The Instagram posts of virtual influencers named Alin and Alara X were examined between August 12 and September 4, 2024, and 302 comments on the last five posts of each virtual influencer were analyzed. Responses to comments made by users on the posts were not included in the review. According to the findings obtained from the research, it was observed that users reacted positively to virtual influencers Alin and Alara X and adopted them. They generally sent expressions and emojis containing meanings such as appreciation, liking and support to virtual influencers. It was observed that there were also some negative expressions towards the virtual influencer named Alin. In the negative expressions, the artificiality, unnaturalness and scary appearance of the virtual influencer's physical appearance were emphasized. On the other hand, users made almost no comments expressing negative feelings towards the virtual influencer Alara X. It is also necessary to say that a significant portion of users have a neutral emotional state towards virtual influencers. It was observed that the feelings of questioning and discovering the virtual influencer were prominent in the neutral comments of the users. In another stage of the research, user comments on the shares of virtual influencers analyzed were divided into themes. The themes that emerged from the 302 comments analyzed are as follows: Like/Positive, Dislike/Negative, Artificial Intelligence Questioning, Desire to Communicate, Asking for Brand/Product, Humor, and the other category that could not be included in these themes. The findings obtained from the research are remarkable in terms of showing the interaction between virtual influencers and users. The research provides an idea about the future of virtual influencers. In future studies, it is recommended to conduct comparative studies by obtaining in-depth data with techniques such as surveys, interviews, and focus group studies aimed at users.
Açıklama
Anahtar Kelimeler
Yapay Zekâ, Sanal Etkileyici, Instagram, Etkileyici, Sosyal Medya, Artificial Intelligence, Virtual Influencers, Influencers, Social Media
Kaynak
Intermedia International E-journal
WoS Q Değeri
Scopus Q Değeri
Cilt
12
Sayı
22
Künye
Öksüz, B., & Ormancı, M. (2025). Yapay Zeka Destekli Sanal Etkileyiciler: Türkiye’deki Sanal Etkileyicilere Yönelik Kullanıcı Tepkileri Üzerine Bir Araştırma. Intermedia International E-Journal, 12(22), 76-101.
