Publicação
From Human to Posthuman: The Strategic Role of Virtual Influencers in Contemporary Marketing
| datacite.subject.fos | Ciências Sociais | |
| dc.contributor.author | Correia, Ricardo | |
| dc.contributor.author | Fontes, Ruta | |
| dc.contributor.author | Venciute, Dominyka | |
| dc.date.accessioned | 2026-02-18T10:50:02Z | |
| dc.date.available | 2026-02-18T10:50:02Z | |
| dc.date.issued | 2025 | |
| dc.description.abstract | 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. | eng |
| dc.identifier.citation | 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. | |
| dc.identifier.doi | 10.4018/979-8-3373-0255-3.ch001 | |
| dc.identifier.isbn | 9798337302560 | |
| dc.identifier.uri | http://hdl.handle.net/10198/35771 | |
| dc.language.iso | eng | |
| dc.peerreviewed | yes | |
| dc.publisher | IGI Global Scientific Publishing | |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | |
| dc.title | From Human to Posthuman: The Strategic Role of Virtual Influencers in Contemporary Marketing | eng |
| dc.type | book part | |
| dspace.entity.type | Publication | |
| oaire.citation.endPage | 24 | |
| oaire.citation.startPage | 1 | |
| oaire.citation.title | Redefining the Future of Digital Marketing With Virtual Influencers | |
| oaire.version | http://purl.org/coar/version/c_970fb48d4fbd8a85 | |
| person.familyName | Correia | |
| person.givenName | Ricardo | |
| person.identifier | 2752542 | |
| person.identifier.ciencia-id | 8C10-37EE-796D | |
| person.identifier.orcid | 0000-0002-0132-4002 | |
| person.identifier.scopus-author-id | 37085131800 | |
| relation.isAuthorOfPublication | 99a2c38b-f63f-444f-809e-e3a9f73e732f | |
| relation.isAuthorOfPublication.latestForDiscovery | 99a2c38b-f63f-444f-809e-e3a9f73e732f |