Comparative Analysis of Para-social Interaction among Multiple Luxury Brands

The luxury industry is good at using the most advanced science and technology to promote product sales. With the recent rise of virtual spokespersons, more and more virtual spokespersons are widely used in luxury marketing. We studied the new advertising mode based on virtual spokespersons, and analyzed how luxury brands use virtual spokespersons to establish para-social interactions with their audiences. We also analyzed the data of likes, reposts and comments on the official Weibo of luxury brands such as Valentino, Dior, Ferragamo, Louis Vuitton, and March Jacobs that have published advertising Weibos which contain virtual spokespersons and do not include celebrity spokespersons and various marketing campaign. Finally, according to the conclusion of our analysis, we propose development suggestions for the promotion strategy of luxury brands’ virtual spokespersons in Weibo or other media, and the way to establish para-social interaction between luxury brands and their audiences.