Virtual influencers as an advertising medium for brands and products: The Noonoouri case

Nadia Alejandra Seelaff and Ignacio Pagliano
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Nadia Alejandra Seelaff: Universidad Siglo 21, Licenciatura en Publicidad. Córdoba, Argentina
Ignacio Pagliano: Universidad Siglo 21, Licenciatura en Publicidad. Córdoba, Argentina

Netnography, 2024, vol. 2, 97-97

Abstract: This research aimed to analyze and identify the key resources used by the virtual influencer Noonoouri as an effective advertising medium, along with other emerging technologies that have arisen with the rapid growth of digitization. Virtual influencers are a phenomenon worthy of analysis for the development of advertising strategies. This study took an exploratory approach, collecting data through posts, audiovisual material, articles, and subsequent evaluation of this content. The results successfully identified specific aspects and elements of virtual influencers that effectively position them as advertising mediums, while also highlighting the associated collaborative advantages. In the conclusions, the importance of authenticity, values expressed through storytelling, the adaptation of the virtual character, and the presence of aesthetics and integration of elements into the virtual environment were emphasized. Beyond contributing insights for future professionals, this research prompted reflection on the importance of influence and communication in the advertising realm.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:dbk:netnog:2024v2a97

DOI: 10.62486/net202497

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