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Between reality & fantasy. Transforming influencer relations through synthetic media

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  • Clausen, Sünje
  • Stieglitz, Stefan
  • Wloka, Michelle

Abstract

Synthetische Medien ermöglichen die zunehmend automatisierte Erstellung virtueller Influencer, von denen bereits einige Millionen Follower in sozialen Medien gewonnen haben. Unter der Leitung von Professor Stefan Stieglitz und Sünje Clausen (Universität Potsdam) und in Kooperation mit Sanofi hat ein Forschungsprojekt untersucht, wie computergenerierten Charaktere für die Influencer-Kommunikation im Unternehmensumfeld genutzt werden können. Nähere Informationen zu den Forschungsergebnissen können in der Communication Insights nachgelesen werden: eine kurze Einführung in die Influencer-Kommunikation, potenziellen Vorteile als auch Herausforderungen von virtuellen Influencern, Tipps für den Prozess der Gestaltung und Nutzung eines virtuellen Influencers.

Suggested Citation

  • Clausen, Sünje & Stieglitz, Stefan & Wloka, Michelle, 2023. "Between reality & fantasy. Transforming influencer relations through synthetic media," Communication Insights 19, Academic Society for Management & Communication – An initiative of the Günter Thiele Foundation, Leipzig.
    • Handle: RePEc:zbw:agukci:280991
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