Virtual influencer marketing: the good, the bad and the unreal

Simone Lykke Tranholm Mouritzen · Valeria Penttinen · Susanne Pedersen

246 citations0/0 files storedEuropean Journal of Marketing

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Digital Marketing and Social Media Marketing and Advertising Strategies AI in Service Interactions

Abstract

Purpose The purpose of this paper is to conceptualize virtual influencer marketing, outlining the opportunities and dangers associated with using virtual influencers in social media marketing communications. Design/methodology/approach Drawing on the literature addressing influencer marketing and interactions between consumers and technologies, this paper introduces the landscape of virtual influencer marketing. Findings This paper distinguishes virtual influencers from real-life influencers and related digital characters. It further defines four unique elements attributed to virtual influencers: customization, flexibility, ownership and automation. Finally, it introduces a taxonomy for virtual influencers. Research limitations/implications The conceptualization of virtual influencer marketing contributes to advancing the understanding of the (virtual) influencer marketing landscape. Practical implications This paper suggests that brands need to carefully evaluate the different characteristics of virtual influencers, when deciding to leverage them in social media marketing communications. It also provides guidelines for working with virtual influencers in marketing campaigns targeted at consumers. Social implications This paper discusses ethical and social implications for brands and consumers that interact with virtual influencers in the encounter between reality and virtuality. Originality/value This paper makes three contributions. First, it conceptualizes virtual influencer marketing by defining and critically evaluating the key characteristics attributed to virtual influencers. Second, it offers a 2 × 2 taxonomy of virtual influencers, grounded in research on anthropomorphism and reality–virtuality. Third, this paper reflects on the opportunities and dangers associated with virtual influencer marketing, outlining avenues for future research.

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References

1954A Theory of Social Comparison Processes 2012The Uncanny Valley [From the Field]2019The future of social media in marketing 2019Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit 2009Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives 2004Understanding Media Enjoyment: The Role of Transportation Into Narrative Worlds 2018Authenticity under threat: When social media influencers need to go beyond self-presentation 2007Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products

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