近几年，社交媒体如微博、微信、小红书、哔哩哔哩等已经成为企业重要的营销平台之一，虚拟偶像作为一个重要的代言人类型也吸引了大量品牌的目光，在企业营销中的地位日益提高。在新的传播环境中，企业需要分析和了解受众的态度、喜好、行为等，从而制定正确的营销战略，以期实现社交媒体下的精准营销，使广告效果最大化。此外，社交媒体时代传播权下放，粉丝的话语权极大地提升，粉丝们的网络口碑传播也成为社交媒体营销中强大的助推力。洛天依作为目前国内发展态势最好的一个虚拟偶像，其带来的粉丝经济效益凸显。本研究调查了洛天依在社交媒体平台活跃的粉丝群体，目的是为了研究他们之间的准社会关系的影响因素以及准社会关系是否能积极作用于洛天依的广告代言效果。研究结果发现准社会关系与粉丝的购买意愿和网络口碑传播意愿呈正相关，起到了较为理想的广告效果。然而，孤独感和低自尊对于粉丝和虚拟偶像之间的准社会关系发展并无明显影响。

In recent years, social media such as Weibo, Wechat, Xiaohongshu, Bilibilibili has become one of the most significant marketing platforms for enterprises. As an important type of spokesperson, virtual idols have also attracted the attention of a large number of brands, and its position in enterprise marketing is increasing sharply. In the new communication environment, enterprises need to analyze and understand the attitudes, preferences and behaviors of the audience, so as to formulate the correct marketing strategy, in order to achieve the precise marketing under social media and maximize the advertising effect. In addition, in the era of social media, the power of communication is decentralized, and the voice power of fans is greatly enhanced. The online word-of-mouth communication of fans has also become a powerful driving force in social media marketing. Luotianyi, as a virtual idol with the best development trend in China, brings prominent economic benefits to fans. The purpose of this study is to investigate the generation mechanism of quasi social relationship and whether quasi social relationship can promote Luo Tianyi to obtain ideal advertising effect. The results show that quasi social relationship has a positive correlation with fans' purchase intention and online word-of-mouth communication intention, which plays an ideal advertising effect. However, loneliness and low self-esteem have no significant effect on the development of quasi social relationship between fans and virtual idols.