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.
Chapter title | Virtual influencers in digital marketing: innovative trend or passing fad? |
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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 |
Series | Current trends in Business Management in Advanced and Emerging Markets |
ISBN | |
Hardcover | 9781536186024 |
Publication dates | |
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 |
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