Analysis of AI virtual influencer marketing strategy based on AISAS model——Taking Liu Yexi as an example

This paper analyzes the marketing strategies of AI virtual influencers using the AISAS model, focusing on the Chinese virtual influencer Liu Yexi. It discusses Liu Yexi's effectiveness in engaging consumers through promotion on social media platforms and explores the consequent consumer behaviors in terms of attention, interest, search, action, and share (AISAS). Through a survey of 306 participants familiar with Liu Yexi and with analysis of structural equation modeling (SEM), this study assesses the impact of virtual influencer promotions and their ability to transition consumers’ attention, interest and search into action and share. The findings suggest that promotional efforts of virtual influencers significantly raise consumers’ attention, interest and search willingness. And the search willingness can in turn enhance purchasing action which can finally induce consumers to share more on social media.