Digital Personality and Social Interaction: Exploring the Effect of Weibo AI Character Accounts in Communication and Marketing Activities

Abstract

This research sheds light on the key role of AI role accounts in communication and marketing strategies by exploring how user behavior and brand marketing influence Three Kingdoms AI character accounts on Weibo. The findings indicate that high-quality content significantly enhances user stickiness and purchase intention, while emotionally resonant and interactive content cultivates sustained user engagement with AI accounts. In addition, accurately targeted marketing content not only increases user engagement but also directly amplifies product promotion effectiveness. In light of these results, it is recommended that AI character account designers enrich character backgrounds, enhance interaction capabilities, and offer personalized content aligned with the character’s persona. This study addresses a gap in research on AI character account applications in social media and offers empirical evidence for brands seeking to leverage AI accounts for effective marketing campaigns. The study suggests that future AI accounts should make interactions smarter, improve user experience, and build stronger emotional connections. This will help brands promote more effectively and keep users engaged longer.