Amplifying brand impact: An integrated approach of virtual influencers in modern marketing

Arianne Adams
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Arianne Adams: College of Business, USA

Journal of Digital & Social Media Marketing, 2025, vol. 13, issue 1, 35-48

Abstract: In the ever-evolving landscape of digital marketing, brands must continually seek innovative ways to captivate audiences and drive consumer engagement. Among the latest advancements, virtual influencers have emerged as a transformative force, reshaping the dynamics of brand–consumer interactions. This paper delves into the role of virtual influencers in contemporary marketing strategies, exploring their impact on audience perceptions, brand engagement and purchase behaviour. By examining real-world examples and case studies, it offers a comprehensive analysis of the applications of virtual influencers and advocates for an integrated approach that integrates these artificial intelligence (AI) generated entities with traditional marketing tools. Furthermore, it addresses the challenges and ethical considerations inherent in leveraging virtual influencers, emphasising the importance of ethical marketing practices and transparency in influencer partnerships. Through this exploration, marketers can glean insights into harnessing the power of virtual influencers to enhance brand visibility, foster consumer connections, and drive campaign effectiveness in an increasingly digital landscape. This article is also included in The Business & Management Collection which can be accessed at https://hstalks. com/business/.

Keywords: virtual influencers; influencer marketing; AI integration; emerging marketing technologies; AI-generated; artificial intelligence; AI-powered marketing; integrated marketing strategies (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2025
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