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Human(oid): Virtual Social Media Influencers
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Author(s): Paula Rodrigues (Universidade Lusíada - Norte, Portual & COMEGI Research Center, Portugal & BRU-IUL Research Center, Portugal), Ana Sousa (Universidade Lusíada, Portugal), Ana Pinto Borges (ISAG European Business School, Portugal), Ana Brochado (ISCTE, University Institute of Lisbon, Portugal)and Isabel Barbosa (Universidade Lusíada, Portugal)
Copyright: 2023
Pages: 12
Source title:
Influencer Marketing Applications Within the Metaverse
Source Author(s)/Editor(s): Rohit Bansal (Department of Management Studies, Vaish College of Engineering, Rohtak, India), Sikandar Ali Qalati (School of Business, Liaocheng University, Shandong, China)and Aziza Chakir (Faculty of Law, Economics and Social Sciences, Hassan II University, Casablanca, Morocco)
DOI: 10.4018/978-1-6684-8898-0.ch001
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Abstract
Traditional influencer marketing occurs when people have a profile on social media with a number of followers that distinguishes them from other ‘common' users. Virtual influencers, however, have made quite an impact on social media platforms as they are CGI (computer-generated images) characters whose profiles resemble the ones produced and posted by human influencers. This research aims to explore which factors contribute to stronger emotions and feelings towards a humanoid virtual influencer and a doll virtual influencer. To achieve this purpose, the authors implemented a mixed methods approach, based on the literature review theories and concepts, as well as an implicit association test (IAT). This chapter introduces and contributes to the knowledge of virtual influencers on the implicit attitudes and behaviors of consumers of generation Z. Additionally, the authors also point out some gaps, directions for future research, and implications on these topics.
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