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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