Virtual Influencers vs. Human Influencers: Crossing the Roads or Going Together

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Author(s): Shiv Shankar Kumar Yadav (Bennett University, India)
Copyright: 2025
Pages: 28
Source title: Redefining the Future of Digital Marketing With Virtual Influencers
Source Author(s)/Editor(s): Ricardo Correia (Polytechnic Institute of Bragança, Portugal & Applied Management Research Unit (UNIAG), Portugal)and Dominyka Venciute (ISM University of Management and Economics, Lithuania)
DOI: 10.4018/979-8-3373-0255-3.ch005

Keywords: Business Science Reference / Marketing and Consumer Behavior / Media & Communications / Virtual Communities & Virtual Reality

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Abstract

With the advancement of digital marketing landscape, the discussions of influencer marketing has also taken a significant leap. As a result, the entity of virtual influencers has come to existence. These are the computer generated entities helping brands in achieving greater audience coverage while keeping their profitability interest at the center. While on one side, engagement of virtual influencers with brands is paying off well, the engagements of human influencers has come to scrutiny. Cursory overview indicates presence of both perspectives i.e. in favor and against. Motivated from the same, this article, with the help of rigorous literature review, examines the role played by virtual and human influencers and whether both can coexist with the brands. Findings present significant inclination towards coexistence. The article also discusses some meaningful strategies which currently are in discussion. The article concludes with the ideology of coexistence of virtual and human influencers in a distinct harmony

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Virtual Influencers vs. Human Influencers: Crossing the Roads or Going Together

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