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Digital Disruption: Virtual Influencers Transforming Traditional Marketing
Abstract
Traditional marketing has been affected by the rise of virtual influencers (VIs). Traditionally, products were marketed by celebrities or human influencers. Influencer marketing has been a strategy for connecting with audiences through credible and engaging social media figures and celebrities. This chapter explores the rise of VIs as they reshape the marketing landscape. Unlike human influencers, VIs offer unparalleled consistency, innovative engagement methods, and cost efficiency, revolutionizing marketing strategies across platforms like Instagram, TikTok, and virtual reality environments. This chapter also examines the rise of VIs, popular VIs, the cultural effects of VIs on Filipinos, popular VIs, and the ethical and operational implications of VIs. By integrating these insights, this chapter underscores how VIs exemplify digital disruption's transformative power, redefining traditional marketing practices while influencing the future of marketing and consumer engagement.
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