Yang, Chen (2025) Chapter 5. Influencers (Human vs Virtual). In: Cattaneo, Eleonora and Sun, Yan, (eds.) Gen Z's Fashion Revolution: Understanding the influence of Gen Z on Fashion Brands. Palgrave Macmillan - Springer Nature Switzerland, Cham, Switzerland, pp. 99-121. ISBN 978-3031729157 (doi:10.1007/978-3-031-72916-4_5)

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Abstract

This chapter provides a comparative analysis of how Generation Z interacts with both human and virtual influencers in the fashion industry, focusing on their authenticity and influence on consumer behaviour. The analysis draws from a range of perspectives, including industry reports, press articles, and regional case studies. The findings show that human influencers, with their perceived authenticity and relatability, continue to foster strong personal connections with Gen Z. However, virtual influencers are gaining significant momentum due to their curated consistency and the novelty they offer. The chapter concludes that while both types of influencers exert considerable influence, they engage their audiences in distinct ways, shaping trends, values, and consumer loyalty in the fashion sector. It also highlights the growing ethical challenges, such as authenticity in commercial content and the transparency of virtual influencers, which will shape the future of influencer marketing.

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:	21 Aug 2025 16:41
URI:	https://gala.gre.ac.uk/id/eprint/50169

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