Sanal Etkileyicilerin Sosyal Medya Paylaşımlarının Antropomorfik Biçimler Bağlamında İncelenmesi

Abstract

With the developing technology, virtual influencers, which are virtual characters based on Computer Generated Imagery, have started to be used in the field of influencer marketing. It is seen that these virtual characters present human-like emotions and behaviors on social media. In this context, the concept of anthropomorphism, which is based on the approach of attributing human-like characteristics to non-human beings, constitutes an important axis in order to examine the social media strategies of virtual influencers. The research focuses on revealing the anthropomorphic forms in the representations of virtual influencers through social media posts and the role of these forms in social media marketing. In this context, the study which was carried out using the content analysis method, aims to reveal the angles used in the context of the use of anthropomorphism in the social media strategies of virtual influencers by proceeding through the Instagram account of Lil Miquela, the first virtual influencer to reach large masses and became famous. According to the findings, it is seen that gesture-based, structural and character-based anthropomorphic forms are frequently used in the social media posts of virtual influencer Lil Miquela, who is built acting like a human. It is seen that it is strategically preferred to highlight the human aspects of virtual influencers, who are expected to compete with human influencers on Instagram.