Virtual Influencers: The Future of Marketing and Branding?

Chen Yang () and Yan Sun ()
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Chen Yang: University of Greenwich
Yan Sun: Oxford Brookes University

Chapter 9 in Celebrity, Social Media Influencers and Brand Performance, 2024, pp 175-195 from Springer

Abstract: Abstract Virtual influencers are gaining attention, especially from brands who feel that they have advantages over human influencers, such as lower susceptibility to scandal and conflict. However, replicating aspects such as authenticity is challenging for creators of virtual influencers, and it has also been argued that they can promote unrealistic beauty standards or perpetuate harmful stereotypes. In this chapter, the advantages and disadvantages of virtual influencers are reviewed, alongside strategies for their deployment in current and future scenarios. The three case studies presented here demonstrate that representations of virtual influencers are deeply rooted in their cultural contexts. While offering opportunities for brands to connect with younger audiences, they also present challenges for creators. These opportunities and challenges will continue to evolve with new technologies and social change.

Keywords: Virtual influencer; Influencer culture; Brand image; Brand identity; Online representation (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/978-3-031-63516-8_9

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