• Industry Promotion Research
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• v.9 no.3
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• pp.139-146
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• 2024

This study analyzed the popularity factors of the virtual idol 'PLAVE' to provide insights for future virtual idol production and content management in the domestic entertainment industry. Three hypotheses were established and tested through an online survey conducted from May 7 to May 20, 2024, with 73 participants. After excluding insincere responses, 67 responses were regression-analyzed. All three hypotheses, regarding character realism, 2D webtoon design, and real-time communication, were validated with P-values below 0.05. These findings offer strategic insights for the domestic entertainment industry and suggest a new paradigm for the virtual idol sector.