Year

2019

Season

Spring

Paper Type

Master's Thesis

College

College of Arts and Sciences

Degree Name

Master of Science (MS)

Department

Communication

NACO controlled Corporate Body

University of North Florida. School of Communication

First Advisor

Dr. John Parmelee

Second Advisor

Dr. Tulika Varma

Third Advisor

Dr. Junga Kim

Department Chair

Dr. John Parmelee

College Dean

Dr. George Rainbolt

Abstract

The use of computer-generated images as influencers of consumer opinions and behavior is an emerging advertising strategy. This research investigates the advantages and disadvantages of using computer-generated images (CGI) as influencers of human behavior from the perspective of promoting a brand. The power of electronic word of mouth (social media) and how it is incorporated in computer-generated images used as influencers is discussed as a major factor in consumer decision making. The social media account content of computer-generated images was analyzed by conducting a frame analysis to discern how computer-generated images are portrayed on social media. A frame analysis of 577 social media posts was used to develop a framework for future social media strategies for computer-generated images. CGIs be portrayed as transparent, engaging, and as a socialite. Best practices for using computer-generated images were identified by conducting an interview with a representative of a brand that has collaborated with an influential computer-generated image. Innovation, listening to the consumer voice, and creative control should be prioritized in this growing field of CGIs and CGI partnerships.

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