Virtual influencers in B2B marketing future perspectives

Manuel Kern, Sarah Kern, Marco Schmäh, Marie-Louise Wagner, Julia Kräutle, Ferdinand Püttner and Andreas Schuler

Marketing Review St.Gallen, 2025, vol. 42, issue 1, 82-88

Abstract: This study explores the potential role of virtual influencers in future B2B marketing. Combining expert interviews and a literature review, the findings reveal the growing popularity of virtual influencers due to Web 3.0 and Metaverse advancements. The study suggests that virtual influencers may revolutionize brand-customer interactions in the digital space, with implications for B2B marketing strategies.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:hsgmrs:333882

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