중국 버추얼 유튜버의 브랜드 구축 마케팅 전략 연구 ― 빌리빌리를 중심으로

In the Chinese market, virtual YouTubers have rapidly emerged as a significant force in the marketing field, leveraging their distinctive interactivity and appeal as creators of innovative digital content. This paper examines the role of Chinese virtual YouTubers in brand construction through unique marketing strategies. By analyzing their characteristics—such as interactivity, fan engagement, and monetization behaviors—the study explores how these elements contribute to brand image development, enhanced user loyalty, and increased sales. Through a combination of textual analysis and empirical research, this study identifies both the potential and challenges associated with integrating virtual YouTubers into brand-building efforts in China, offering valuable insights for researchers and practitioners in Chinese brand marketing.