Yang, Chen (2025) Chapter 5. Virtual influencers vs human influencers. In: Cattaneo, Eleonora and Sun, Yan, (eds.) Gen Z's Fashion Revolution: Understanding the influence of Gen Z on Fashion Brands. Palgrave Macmillan, Cham, Switzerland. ISBN 978-3031729157; 978-3031729188; 978-3031729164 (In Press)

PDF (Accepted Book Chapter) 50168 YANG_Chapter_5_Virtual_Influencers_Vs_Human_Influencers_(AAM BOOK CHAPTER)_2025.pdf - Accepted Version Restricted to Repository staff only until 2 July 2026. Download (4MB) | Request a copy

Abstract

When looking closer at the impact of social media on consumer behaviour, influencers are having a significant impact, wielding an incredible amount of power which often shape trends, sway opinions, and dictate market dynamics. This is most noticeable within the fashion industry. Influencers, a word that refer to famous individuals who engaged in marketing communication practices (Thomson, 2006) there serve as both trendsetters and trusted advisors, helping to guide their followers through the ever-changing fashion landscape. Generation Z, the first truly digital-native cohort, have been observed to exhibit a unique relationship with influencers, regardless of whether they are human or virtual avatars.

Over nearly twenty years, human influencers have been able to master the art of digital connection. This has allowed them to convert their initially small, personal brands into global empires through a pattern of strategic engagements and a curated authenticity. Their influence is rooted in the perception of a shared experience with their audience, building up a sense of trust and community. However, the rise of virtual avatars is having a significant impact on the social media landscape and its potential to disrupt the industry cannot be ignored. As a newly invented technolody in digital marketing, although synthetic, their main purpose is to satisfy the needs and wants of humans where there can often be a blur between what is real and what is actual a simulation. These pixel-perfect personas are designed to connect with audiences on a personal level, yet their existence is a curated fiction, programmed and polished by creative teams.

This chapter presents a detailed, comparative analysis of Generation Z’s interaction with both human and virtual influencers within the fashion sector. There will be a focus on the authenticity, influence, and consumer behaviour which together underpin modern digital marketing. By focusing on the phenomenon from a diverse set of perspectives—including industry reports, press articles, and a series of regional case studies—this study aims to present a nuanced view of the current influencer landscape and how this is likely to evolve in the following years.

Item Type:	Book Section
Uncontrolled Keywords:	virtual influencer, Gen Z, fashion industry
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HM Sociology 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 16:05
URI:	http://gala.gre.ac.uk/id/eprint/50169

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