Sustainable Development Goals
Abstract/Objectives
This study compares the social presence experienced by audiences during VTuber music performances and traditional live music performances. VTubers are virtual avatars that interact with viewers through live streams. With the growth of the internet and Web 3.0, social platforms have become key content-sharing venues. The research examines VTubers' origins, trends, operational models, and musical forms, while also exploring theories of social presence. Through experimental research and surveys, the study reveals no significant difference in overall social presence felt by audiences during both performance types; however, audiences report a stronger emotional presence with VTubers due to their vivid expressions, appealing aesthetics, and engaging personas. The study also highlights differences in coexistence and communication presence between the two types of performances. Ultimately, it aims to provide insights into the integration of VTuber culture with popular music and suggests advancements for related industries.
Results/Contributions

This study aims to compare the social presence experienced by audiences during VTuber music performances and live music performances by real people. VTubers are virtual YouTubers who represent themselves through virtual avatars, interacting with audiences via live streams and video sharing. With the rapid development of the internet and the rise of the Web 3.0 era, social platforms have become important venues for users to supply content. This study focuses on VTubers, exploring their origins, trends, operational models, technological equipment, as well as the application and forms of music in VTuber performances.

 At the same time, this research examines the theories and dimensions of social presence proposed by different scholars, formulates research hypotheses, and conducts related studies. The research methods include experimental research and questionnaire surveys, utilizing quantitative data analysis for data collection and analysis. The results indicate that there is no significant difference in the social presence perceived by audiences while watching VTuber music performances compared to real music performances. However, in terms of emotional presence, there is a significant difference, with audiences feeling a stronger emotional presence towards VTubers. This may be attributed to the more vivid expressions, rich emotions, glamorous appearances, and the presence of cute companion pets associated with VTubers, which enhance the audience's cognition, emotions, and sense of participation. Additionally, this study explores the differences in coexistence presence and communication presence between VTuber music performances and real music performances, providing relevant insights and inferences.

 

 This research conducts an in-depth exploration of the characteristics and impacts of VTuber culture and music performances, offering various references for the convergence of virtual live streaming and popular music. Furthermore, the study analyzes and predicts trends in the operational models of VTubers and their integration with popular music, providing suggestions for advancements in related industries. It is hoped that the synthesis and results of this research will contribute to academic studies and practical applications in related fields.

Keywords
social presence live streaming concert online performance original musicVTuber