| datacite.subject.fos | Ciências Sociais | |
| dc.contributor.author | Correia, Ricardo | |
| dc.contributor.author | Dominyka Venciute | |
| dc.date.accessioned | 2026-05-13T14:28:18Z | |
| dc.date.available | 2026-05-13T14:28:18Z | |
| dc.date.issued | 2025 | |
| dc.description.abstract | By blending artificial intelligence (AI), computer-generated imagery (CGI), and human-like personas, virtual influencers offer brands a unique opportunity to engage audiences in new and powerful ways. While traditional influencers bring human authenticity, virtual influencers offer unmatched control and consistency, creating a new paradigm in influencer marketing. However, they also present challenges in building emotional connections and maintaining authenticity. By striking the right balance between digital storytelling, audience engagement, and technological innovation, virtual influencers may effectively influence the market, transforming traditional marketing practices. Redefining the Future of Digital Marketing With Virtual Influencers explores the emerging phenomenon of virtual influencers (VIs) and their growing influence on marketing strategies across diverse industries, such as fashion, tourism, and retail. It examines the development, rise, and effectiveness of VIs, backed by real-world case studies. Covering topics such as parasocial interactions, brand strategies, and tourism, this book is an excellent resource for marketing professionals, business leaders and consultants, researchers, scholars, academicians, and more. © 2025 by IGI Global Scientific Publishing. All rights reserved. | eng |
| dc.identifier.citation | Correia, R. ; Venciute, D. (Eds.). (2025). Redefining the Future of Digital Marketing With Virtual Influencers. IGI Global Scientific Publishing. ISBN 9798337302553 | |
| dc.identifier.doi | 10.4018/979-8-3373-0255-3 | |
| dc.identifier.isbn | 9798337302553 | |
| dc.identifier.isbn | 9798337302577 | |
| dc.identifier.uri | http://hdl.handle.net/10198/36653 | |
| dc.language.iso | eng | |
| dc.peerreviewed | yes | |
| dc.publisher | IGI Global | |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | |
| dc.subject | Artificial intelligence | |
| dc.subject | Electronic commerce | |
| dc.subject | Virtual reality | |
| dc.subject | Marketing | |
| dc.title | Redefining the Future of Digital Marketing With Virtual Influencers | |
| dc.type | book | |
| dspace.entity.type | Publication | |
| oaire.citation.endPage | 325 | |
| oaire.citation.startPage | 1 | |
| 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 |
