Virtual influencers in digital marketing: innovative trend or passing fad?

Moustakas, Evangelos, Ranganathan, Chandrasekaran and Lamba, Nishtha ORCID logoORCID: (2020) Virtual influencers in digital marketing: innovative trend or passing fad? In: Emerging human and techno-human business management dynamics in a globalized environment. Koutra, Christina and Ahmad, Hafiz Imtiaz, eds. Nova Science. ISBN 978-1-53618-602-4. [Book Section]

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Recent years have seen the rise of virtual influencers such as Lil Liquela and Imma with over a million followers in social media platforms. Virtual influencers are pure digital characters with characteristics that emulate real individuals. As organizations look to use virtual influencers as digital celebrities to endorse their products and services, it remains unclear if virtual influencers will be effective. While virtual influencers offer several potential advantages including cost-effectiveness, flexibility, and novelty, there are also several ethical, psychological, and legal challenges in designing and using them.

Item Type: Book Section
Sustainable Development Goals:
Research Areas: A. > School of Science and Technology > Psychology > Applied Health Psychology group
Item ID: 35287
Depositing User: Nishtha Lamba
Date Deposited: 15 Sep 2022 15:48
Last Modified: 15 Sep 2022 15:48

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