 Investigating the Effects of Virtual Personas on Brand ImageSunita Kumar and Sridharan Aravamudhan A chapter in Brand Awareness - Recent Advances and Perspectives from IntechOpen Abstract: This chapter explores the transformative impact of virtual personas, particularly virtual influencers, on modern marketing strategies and brand image. It delves into the evolution of influencer marketing, showing how the industry has grown exponentially over the past decade. Virtual personas, including computer-generated virtual influencers, are highlighted as innovative tools for engaging with tech-savvy consumers, offering cost-effective alternatives, and reaching global audiences. The research methodology involves a literature-based approach, gathering insights from academic databases, journals, and industry reports. The chapter underscores the importance of virtual influencers in shaping brand personality, trust, and loyalty. It also emphasizes the need for authenticity, transparency, and customization when using virtual personas to enhance brand image. Ultimately, this investigation offers valuable insights for businesses seeking to leverage virtual personas effectively in their marketing strategies to create meaningful and lasting connections with consumers in the digital era. Keywords: virtual influencer; brand ambassadors; customer behaviour; digital era; brand image; consumer insight; consumer attitude (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ito:pchaps:320419 DOI: 10.5772/intechopen.112704 Access Statistics for this chapter More chapters in Chapters from IntechOpen |
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