Image Communication and Strategy Affecting Gamer Fans’ Loyalty towards Vtuber : A Case Study of Nijisanji and Hololive Production

Abstract

        This research aims to 1) Study formats used in communicating the image of Vtuber from Nijisanji and Hololive Production 2) Study strategies used in communicating the image of Vtuber from Nijisanji and Hololive Production 3) Study fan’s behavior in participating, supporting, and buying goods from Nijisanji and Hololive Production and 4) Compare formats and strategies used in communicating the image of Vtuber from Nijisanji and Hololive Production. This study used the qualitative research approach, and the data were collected using content analysis, documentary research, and focus group discussions with 5 Vtubers’ followers who have had experience in supporting Vtubers.

        The research result found that Vtuber from Nijisanji used Live Streaming, Short Video, Text, Image, Link, GIFs, and Interactive Content as formats for communicating the image while Vtuber from Hololive Production used Live Streaming, Text, Image, and Link. Both companies used the same strategies for communicating the image consisting of creating content that satisfies the needs of the target group, using appropriate words and expressing emotions well, using signs that can represent themselves, and communicating and engaging with viewers while publishing content. The result about behavior in participating, supporting, and buying goods showed that they support Vtuber by becoming a channel member, sending super chats and donations, buying official goods, sharing content, creating content, and gifting a membership, moreover, they also re-purchasing and talking about Vtubers with others as well. After comparing formats and strategies used in communicating the image of Vtubers from Nijisanji and Hololive Production, the result showed that Vtuber from Nijisanji used more formats than Vtuber from Hololive Production, but the strategies were the same.