影响力营销
拆箱
人气
虚假
背景(考古学)
声誉
仿制品
广告
业务
互联网隐私
计算机科学
营销
心理学
社会学
社会心理学
市场营销管理
关系营销
政治学
古生物学
语言学
哲学
社会科学
法学
生物
作者
Sean Sands,Carla Ferraro,Vlad Demsar,Garreth Chandler
标识
DOI:10.1016/j.bushor.2022.08.002
摘要
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.
科研通智能强力驱动
Strongly Powered by AbleSci AI