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Virtual Influencer as a Brand Avatar in Interactive Marketing

In: The Palgrave Handbook of Interactive Marketing

Author

Listed:
  • Alice Audrezet

    (Institut Français de La Mode)

  • Bernadett Koles

    (IÉSEG School of Management)

Abstract

Social media influencers have become an integral part of most brands’ interactive marketing strategy for the past 15 years. Leveraging their unique content and substantial follower base, brands benefit from innovative forms of consumer engagement above and beyond more traditional firm-driven approaches. Alongside the numerous human influencers, a new opinion leader—virtual influencers—entered the stage with early examples launched in 2016. Virtual influencers are computer-generated characters or avatars designed and maintained by experts and digital agencies that help brands appeal to and reach desirable target groups effectively through their digital personalities. Despite their potential impact, little is known to date about these virtual opinion leaders. The purpose of this chapter is to offer a detailed presentation of virtual influencers within their ecosystem, taking into consideration their human influencer counterparts as well as consumer perceptions. Building on an extensive review of the literature and exploratory interviews with a group of young consumers, we make specific recommendations for brands as to how to incorporate virtual influencers into their interactive marketing strategy. This chapter is concluded by offering avenues for future research to help scholars and practitioners interested in pursuing this area and boost their understanding of this innovative and promising digital entity.

Suggested Citation

  • Alice Audrezet & Bernadett Koles, 2023. "Virtual Influencer as a Brand Avatar in Interactive Marketing," Springer Books, in: Cheng Lu Wang (ed.), The Palgrave Handbook of Interactive Marketing, chapter 0, pages 353-376, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-14961-0_16
    DOI: 10.1007/978-3-031-14961-0_16
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    Cited by:

    1. 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).
    2. Liu, Fanjue & Lee, Yu-Hao, 2024. "Virtually responsible? Attribution of responsibility toward human vs. virtual influencers and the mediating role of mind perception," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    3. Wang, Xiaoyi & Qiu, Xingyi, 2024. "The positive effect of artificial intelligence technology transparency on digital endorsers: Based on the theory of mind perception," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    4. Gerrath, Maximilian H.E.E. & Olya, Hossein & Shah, Zahra & Li, Huaiyu, 2024. "Virtual influencers and pro-environmental causes: The roles of message warmth and trust in experts," Journal of Business Research, Elsevier, vol. 175(C).
    5. 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).
    6. Belanche, Daniel & Casaló, Luis V. & Flavián, Marta, 2024. "Human versus virtual influences, a comparative study," Journal of Business Research, Elsevier, vol. 173(C).

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