ESG 경영 공시 채널 홍보를 위한 가상 인플루언서 연구 - 가상 인플루언서 와이티와 로지 사례 분석을 중심으로 -

Companies use environmental, social and governance-related issues to build up a virtuous cycle corporate ecosystem through ESG management and communicate with consumers using ESG information disclosure. ESG information disclosure is the important activities to prove and share a company's ESG activities. The untact began with COVID-19 spread all around of the industries and settled as a daily living culture. The untact communication have accelerated the production and consumption of image-mediated information and virtual influencers are not affected by the real world have begun to be used for the untact information transmission across time and space. Unlike human influencers, virtual influencers have the advantage of delivering information on behalf of human based on intentionality, agility, repeatability, and change management. Virtual influencers are rapidly spreading to all around industries. The purpose of this study is to explore the possibility of using virtual influencer in promoting ESG information and to propose virtual influencer components to effectively deliver ESG information disclosure to consumers. According to the survey and analysis of being confirmed that virtual influencers can be effective to use virtual influencer to communicate with Generation Z as well as Generation 586 to promote ESG information disclosure.