강연 제목: Virtual Influence for Social Good: Building Credibility and Connection Through the Unreal
일시: 7월 9일 (수) 12:30 - 14:00                  
장소: 서울대학교 64동 (IBK커뮤니케이션센터) 501호 
강연자: 김은진 교수님 (University of Southern California)

강연 내용
Virtual influencers are no longer a novelty; they’re rapidly becoming influential players in marketing and advertising. But a key question remains: How can they move beyond visibility to inspire meaningful action, especially in the context of social causes? Prosocial campaigns rely heavily on credibility, empathy, and relatability—qualities not inherently guaranteed when the messenger is a digitally constructed figure.
This talk explores how VIs can serve as effective advocates for causes like mental health and organ donation. Across two studies, it examines key factors that shape audience engagement. Study 1 investigates how a VI’s visual form (human-like versus anime-style) affects perceived credibility, and how narrative versus non-narrative messaging influences that perception. Study 2 tests whether aligning a VI’s identity with message content enhances emotional connection and persuasive impact.
The findings offer practical insights for marketers and cause-based organizations aiming to use VIs for real-world change. Ultimately, the research highlights the importance of narrative and identity coherence in making VIs not just visible, but credible and emotionally resonant.

강연자 소개 

Eunjin (Anna) Kim is an associate professor at the USC Annenberg School. Her recent research explores how social media influencers, virtual influencers, and AI-driven platforms shape branding, audience engagement, and prosocial messaging in digital environments. She is a recipient of the Mary Alice Shaver Promising Professor Award from the American Academy of Advertising. She currently serves as Senior Associate Editor for the International Journal of Advertising and Associate Editor for the Journal of Interactive Advertising and sits on several editorial boards. She is also the Vice Head—and incoming Head—of the Advertising Division of AEJMC.