The Effectiveness of Visual Influencers on Consumer Awareness: A Case Study of Khun Oi Thai Dessert
Keywords:
The Impact, Visual Influencers, Consumer Awareness, Consumer Engagement, Khun Oi Thai DessertAbstract
The objective of this study is to examine the effectiveness of virtual influencers in creating and enhancing brand awareness for Khun Oi, a Thai dessert brand, and to compare consumer awareness of the brand between social media posts featuring virtual influencers and those utilizing conventional visuals such as static images and standard videos. An experimental research design was employed, targeting individuals aged 25 to 35 residing in Bangkok who have a strong preference for traditional Thai desserts and are regular social media users. Data were collected using Instagram Insights to assess campaign performance metrics and levels of audience engagement. The findings reveal that virtual influencers significantly contribute to perceived and increased brand awareness, particularly through video content that incorporates storytelling using the influencer's virtual persona. This format effectively communicates the brand's cultural values and identity, resulting in stronger consumer recognition and recall. In contrast, conventional content formats-while occasionally effective, especially when informative-show limitations in conveying a comprehensive and cohesive brand image. Across twelve analyzed campaigns, content featuring virtual influencers consistently outperformed traditional formats in terms of brand identity communication and sustained awareness. These results suggest that virtual influencers serve as a promising strategic tool for marketing communication, particularly for brands in the food, dessert, and lifestyle sectors that are exploring immersive, visually driven approaches to digital branding.
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