Moustakas, E.; Ranganathan, C.; Lamba, N.

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

Book chapter

Moustakas, E., Ranganathan, C. and Lamba, N. 2020. Virtual influencers in digital marketing: innovative trend or passing fad? in: Koutra, C. and Ahmad, H. (ed.) Emerging human and techno-human business management dynamics in a globalized environment Nova Science.

ISBN
Chapter title	Virtual influencers in digital marketing: innovative trend or passing fad?
Authors	Moustakas, E., Ranganathan, C. and Lamba, N.
Abstract	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.
Sustainable Development Goals	9 Industry, innovation and infrastructure
Middlesex University Theme	Creativity, Culture & Enterprise
Research Group	Applied Health Psychology group
Book title	Emerging human and techno-human business management dynamics in a globalized environment
Editors	Koutra, C. and Ahmad, H.
Publisher	Nova Science
Hardcover	978-1-53618-602-4
Publication dates
Print	24 Mar 2020
Publication process dates
Deposited	15 Sep 2022
Accepted	25 Jan 2020
Output status	Published
Web address (URL)	https://novapublishers.com/shop/emerging-human-and-techno-human-business-management-dynamics-in-a-globalized-environment/
Language	English
Journal	Current trends in Business Management in Advanced and Emerging Markets

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