Virtual Influencers (VIs) As Marketing Communication Tools

Anna Mazurkiewicz-Pizlo

European Research Studies Journal, 2025, vol. XXVIII, issue 1, 472-492

Abstract: Purpose: The aim of this study was to highlight the importance of virtual influencer marketing in innovative corporate communications and how virtual influencers can be used in marketing strategies. It also describes how they can be used in countries to promote tourist visits. Design/Methodology/Approach: The study used a systematic literature review based on the Scopus database. Google scholar, Academia.edu and Research Gate databases were used to complement the study. In order to diagnose the use of VIs in the tourism industry, an analysis of related websites was carried out. Findings: Virtual Influencer Marketing can be an effective and cost-efficient marketing tool that can be used in all types of organisations, both profit and non-profit, but it requires strategic planning. The effectiveness of influencers comes from the skilful application of social psychological theories, Social Proof, Authority, Halo Effect, Liking and Sympathy and the Two-Step Knowledge Flow Theory. Practical Implications: Virtual influencers have become the link between marketing activities in the real world and those in the digital world. With the help of advanced AI, CGI and LLM technologies, companies can use avatars as a more cost-effective, brand-safe and innovative alternative to human influencers. Attention to ethical issues and consumer safety should increase with the growing popularity of virtual influencers as a marketing communications tool.

Keywords: Firm strategy; marketing; avatars; influencer marketing; marketing communication; marketing strategies; brand; management. (search for similar items in EconPapers)
JEL-codes: L10 M31 O32 (search for similar items in EconPapers)
Date: 2025
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