Virtual influencers versus real influencers advertising in the metaverse, understanding the perceptions, and interactions with users

Marie Haikel-Elsabeh ()
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Marie Haikel-Elsabeh: IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - Université Paris-Saclay - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris]

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Abstract: Influencer marketing is developing at a fast pace. The metaverse offers new possibilities for brands to initiate influencer marketing. This study employs a qualitative approach. In total, 148 millennials were interviewed on their perceptions, involvement, and interactions with advertising and influencers in the metaverse. The study asked these participants to enter the metaverse; they were then asked questions. The first aim is to comprehend how participants react to advertising in the metaverse. The study differentiates between active participants and those who never entered the metaverse. The second aim is to comprehend whether virtual influencers can yield influence in the metaverse and how they are different from real influencers. Virtual influencers are virtual social robots that represent brands and engage in online sales experiences and/or advertising, and they often perform these tasks on social media platforms. Real influencers are human individuals who develop a large following and are capable of communicating directly with their audience. They often post about their own life experiences, product recommendations, and more. This research broadens the perspective on the metaverse as an influencer advertising medium.

Date: 2023
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Citations: View citations in EconPapers (5)

Published in Journal of Current Issues and Research in Advertising, 2023, Future trends in digital advertising: a global context, 44 (3), pp.252-273. ⟨10.1080/10641734.2023.2218420⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04171089

DOI: 10.1080/10641734.2023.2218420

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