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.... show more

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