Shall brands create their own virtual influencers? A | ResearchBunny

Index

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

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