HUMAN OR VIRTUAL: HOW THE ATTRIBUTES SHAPE THE CONSUMER ATTITUDE
DOI:
https://doi.org/10.29121/shodhkosh.v5.i4.2024.3320Keywords:
Human Influencer, Virtual Influencer, Consumers, Followers, Social MediaAbstract [English]
Traditional influencer marketing occurs when someone has a social media profile that sets them apart from other "common" users due to their number of followers. However, virtual influencers are computer-generated imaginary figures with profiles that mimic the content created and shared by real influencers and significantly impact social media users. This study provides more clarity about the concept of different kinds of influencers. The purpose of the paper is to conceptualize the terms human influencer and virtual influencer. It also compares brands' benefits and risks when using virtual influencers instead of human influencers to promote their products. This article presents the environment of human and virtual influencer marketing by drawing on the literature on influencer marketing and consumer-technology interactions. The study helps in identifying the main attributes that must be present in a virtual influencer. It helps brands choose a virtual influencer on behalf of the presence and absence of these attributes. These attributes also play a vital role for all those brands and companies who want to develop their virtual influencer to promote their products. It is also essential to identify the degree to which these attributes are present in an influencer because excess can also adversely affect a consumer’s attitude.
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