Assessment of the Audiences' Responses to Virtual Product Endorsement: A Reception and Content Analysis

From traditional to modern day, advertising has evolved into a vastly complex form of communication, with literally thousands of different ways for a business to get a message to the consumer. The study was intended to make an assessment on the audiences' responses to endorsement that further explored the virtual human product endorsers. The study is quantitative in nature that employed descriptive survey research to come up with the valid interpretation of surveyed data and content analysis for the observation and content of virtual endorser. Respondents were chosen using purposive sampling method. There were purposively 50 selected respondents who used to see and subscribed to virtual endorser in an online shop. Results revealed that the respondents belonged in the age bracket of 20 and below and the respondents were female and those respondents were employed. The level of effectiveness of virtual human product endorser in terms of persuasiveness shows that in an online shop sites, virtual human product endorsers perceived by most of the respondents as amusing to the eyes and respondents are highly satisfied that Virtual endorser provides detail in an organized manner and that virtual endorser is lively to watch, gives freshness and uniqueness to the product and shows an idea if a certain product is suited for them. Also, virtual endorser has extreme appeal and memorable to the consumers. It must be recommended that marketer should innovate more about this virtual endorser since it has a great impact in the promotion of the services and products being sold. For the people who are planning to engage themselves in business, using virtual endorser in your website would be a great help since in this study it is shown the impact and the audiences’ responses on virtual human product endorser. This study has been significant in determining the possible implication of virtual human product endorsers to consumerism and most especially as a marketing tool. It was disclosed that virtual endorsers really made an impact as new techniques in persuading and attracting possible clients/consumers to try the product or services being sold or exchanged.