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False idols: Unpacking the opportunities and challenges of falsity in the context of virtual influencers

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  • Sands, Sean
  • Ferraro, Carla
  • Demsar, Vlad
  • Chandler, Garreth

Abstract

Influencer marketing has become a dominant and targeted means for brands to connect with consumers, but it also brings risks associated with influencer transgression and reputation damage. In recent years, virtual influencers have gained popularity and given rise to falsity, or artificially created and manipulated influencers that are revolutionizing the field of influencer marketing. A virtual influencer is an entity—humanlike or not—that is autonomously controlled by artificial intelligence and visually presented as an interactive, real-time rendered being in a digital environment. As brands increasingly seek to engage virtual influencers to connect with and sell to audiences, we take a step back and discuss the opportunities and challenges they present for firms and managers. To help marketers understand this emerging field, we first document the rise of virtual influencers. Then, we discuss consumer reactions to virtual influencers before unpacking their associated opportunities and challenges for brands and marketers. Finally, we conclude with an overview of implications and future considerations.

Suggested Citation

  • Sands, Sean & Ferraro, Carla & Demsar, Vlad & Chandler, Garreth, 2022. "False idols: Unpacking the opportunities and challenges of falsity in the context of virtual influencers," Business Horizons, Elsevier, vol. 65(6), pages 777-788.
    • Handle: RePEc:eee:bushor:v:65:y:2022:i:6:p:777-788
    DOI: 10.1016/j.bushor.2022.08.002
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    Cited by:

    1. Jiang, Kan & Zheng, Junyuan & Luo, Shaohua, 2024. "Green power of virtual influencer: The role of virtual influencer image, emotional appeal, and product involvement," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    2. Yan, Ji & Xia, Senmao & Jiang, Amanda & Lin, Zhibin, 2024. "The effect of different types of virtual influencers on consumers’ emotional attachment," Journal of Business Research, Elsevier, vol. 177(C).
    3. Alboqami, Hassan, 2023. "Trust me, I'm an influencer! - Causal recipes for customer trust in artificial intelligence influencers in the retail industry," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    4. Akhtar, Naeem & Hameed, Zahid & Islam, Tahir & Pant, Manoj Kumar & Sharma, Anshuman & Rather, Raouf Ahmad & Kuzior, Aleksandra, 2024. "Avatars of influence: Understanding how virtual influencers trigger consumer engagement on online booking platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    5. Kim, Inhwa & Ki, Chung-Wha & Lee, Hyunhwan & Kim, Youn-Kyung, 2024. "Virtual influencer marketing: Evaluating the influence of virtual influencers’ form realism and behavioral realism on consumer ambivalence and marketing performance," Journal of Business Research, Elsevier, vol. 176(C).
    6. Zhao, Taiyang & Ran, Yaxuan & Wu, Banggang & Lynette Wang, Valerie & Zhou, Liying & Lu Wang, Cheng, 2024. "Virtual versus human: Unraveling consumer reactions to service failures through influencer types," Journal of Business Research, Elsevier, vol. 178(C).
    7. Koles, Bernadett & Audrezet, Alice & Moulard, Julie Guidry & Ameen, Nisreen & McKenna, Brad, 2024. "The authentic virtual influencer: Authenticity manifestations in the metaverse," Journal of Business Research, Elsevier, vol. 170(C).
    8. Ferraro, Carla & Hemsley, Alicia & Sands, Sean, 2023. "Embracing diversity, equity, and inclusion (DEI): Considerations and opportunities for brand managers," Business Horizons, Elsevier, vol. 66(4), pages 463-479.
    9. Zhou, Qi & Li, Bin & Li, Huajun & Lei, Yueqiu, 2024. "Mere copycat? The effects of human versus human-like virtual influencers on brand endorsement effectiveness: A moderated serial-mediation model," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    10. Liyanaarachchi, Gajendra & Mifsud, Matthieu & Viglia, Giampaolo, 2024. "Virtual influencers and data privacy: Introducing the multi-privacy paradox," Journal of Business Research, Elsevier, vol. 176(C).
    11. Yu, Joanne & Dickinger, Astrid & So, Kevin Kam Fung & Egger, Roman, 2024. "Artificial intelligence-generated virtual influencer: Examining the effects of emotional display on user engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    12. Allal-Chérif, Oihab & Puertas, Rosa & Carracedo, Patricia, 2024. "Intelligent influencer marketing: how AI-powered virtual influencers outperform human influencers," Technological Forecasting and Social Change, Elsevier, vol. 200(C).

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