Yang, Chen and Sun, Yan (2024) Chapter 9. Virtual influencer: the future of marketing and branding? In: Tabari, Saloomeh and Ding, Qing Shan, (eds.) Celebrity, Social Media Influencers and Brand Performance: Exploring New Dynamics and Future Trends in Marketing. Business and Management, Business and Management (R0) . Palgrave Macmillan - Springer Nature, Cham, Switzerland, pp. 175-195. ISBN 978-3031635168; 978-3031635151; 978-3031635182; 978-3031635168 (doi:10.1007/978-3-031-63516-8_9)

PDF (Published Book Chapter) 50168 YANG_Chapter_9_Virtual_Influencer_The_Future_Of_Marketing_And_Branding_(VoR BOOK CHAPTER)_2024.pdf - Published Version Restricted to Repository staff only until 29 August 2025. Download (326kB) | Request a copy

Abstract

Virtual influencers are gaining attention, especially from brands who feel that they have advantages over human influencers, such as lower susceptibility to scandal and conflict. However, replicating aspects such as authenticity is challenging for creators of virtual influencers, and it has also been argued that they can promote unrealistic beauty standards or perpetuate harmful stereotypes. In this chapter, the advantages and disadvantages of virtual influencers are reviewed, alongside strategies for their deployment in current and future scenarios. The three case studies presented here demonstrate that representations of virtual influencers are deeply rooted in their cultural contexts. While offering opportunities for brands to connect with younger audiences, they also present challenges for creators. These opportunities and challenges will continue to evolve with new technologies and social change.

Item Type:	Book Section
Uncontrolled Keywords:	virtual influencer, brand identity, brand image
Subjects:	H Social Sciences > H Social Sciences (General) N Fine Arts > NC Drawing Design Illustration T Technology > T Technology (General)
Faculty / School / Research Centre / Research Group:	Greenwich Business School Greenwich Business School > School of Management and Marketing
Last Modified:	04 Apr 2025 15:34
URI:	http://gala.gre.ac.uk/id/eprint/50168

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