Perspectives of the Nano-Influencers in Utilizing Chibi Live2D Models: A Qualitative Analysis of The Impact of VTubing as a Branding Tool for Social Entertainment

Abstract

Virtual YouTubers (VTubers) are social media influencers who use 2D or 3D models as their visual identification while creating content online. As feedback, the audience members of a VTuber can create nijisousakus based on the brand identity of the avatar. An example of a nijisousaku is a chibi, a caricature method by super deforming anatomy to highlight emotions, maximize cuteness, and reimagine an avatar into a mini version.

This qualitative study applied Herbert Simon’s (1969) Design Thinking Process to explain the creation of chibi Live2D models. It employed Erving Goffman’s (1959) Theory of Self-presentation to analyze the interpersonal and sociological connections of the focus group to the models. The project implementation of chibi Live2D models and data collection ran for four (4) months, from March to June 2024. The results suggested that having an additional model in chibi form can effectively promote an influencer’s brand identity. These served as a medium for social engagement among nano-influencer VTubers, inspiring community members to create discussions, fan art, or memes in response. Features like codified expressions are valuable for setting visual gags. Hand tracking or body physics highlighted the VTubers’ ability to convey figurative expressions through voice and movement, deepening their connection with the audience. The participants in this study plan to utilize the chibi Live2D models again in their upcoming streams, especially to create a more comforting atmosphere.