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Shall brands create their own virtual influencers? A comprehensive study of 33 virtual influencers on Instagram

Business

Shall brands create their own virtual influencers? A comprehensive study of 33 virtual influencers on Instagram

Z. Shen

This study, conducted by Zheng Shen, uncovers the exciting world of virtual influencers on Instagram. It reveals that non-branded virtual influencers achieve higher customer engagement than their branded counterparts. Brands might want to consider collaborating with these virtual figures rather than creating their own.

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Playback language: English
Abstract
This study explores whether brands should create or collaborate with virtual influencers to increase customer engagement on Instagram. Analyzing 33 virtual influencers, it finds that non-branded virtual influencers exhibit higher engagement than branded ones. A typology of virtual influencers based on communication strategies is developed, suggesting brands should collaborate rather than create their own virtual influencers.
Publisher
HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS
Published On
Jan 27, 2024
Authors
Zheng Shen
Tags
virtual influencers
customer engagement
Instagram marketing
branding
collaboration
communication strategies

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