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 titleVirtual influencers in digital marketing: innovative trend or passing fad?
AuthorsMoustakas, 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 Goals9 Industry, innovation and infrastructure
Middlesex University ThemeCreativity, Culture & Enterprise
Research GroupApplied Health Psychology group
Book titleEmerging human and techno-human business management dynamics in a globalized environment
EditorsKoutra, C. and Ahmad, H.
PublisherNova Science
ISBN
Hardcover978-1-53618-602-4
Publication dates
Print24 Mar 2020
Publication process dates
Deposited15 Sep 2022
Accepted25 Jan 2020
Output statusPublished
Web address (URL)https://novapublishers.com/shop/emerging-human-and-techno-human-business-management-dynamics-in-a-globalized-environment/
LanguageEnglish
JournalCurrent trends in Business Management in Advanced and Emerging Markets
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