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From Human to Posthuman: The Strategic Role of Virtual Influencers in Contemporary Marketing
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Resumo(s)
This chapter explores the growing phenomenon of Virtual Influencers (VIs) in digital advertising and their transformative impact on brand communication. As artificial intelligence and computer-generated imagery enable the creation of lifelike digital personas, VIs offer marketers a new set of tools to engage consumers across global markets. The chapter examines the theoretical foundations of parasocial interaction and source credibility to understand how audiences respond to these non-human figures.
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Citação
Correia, R., Fontes, R., & Venciute, D. (2025). From Human to Posthuman: The Strategic Role of Virtual Influencers in Contemporary Marketing. In Redefining the Future of Digital Marketing With Virtual Influencers (pp. 1-24). IGI Global Scientific Publishing.
Editora
IGI Global Scientific Publishing