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From Human to Posthuman: The Strategic Role of Virtual Influencers in Contemporary Marketing

From Human to Posthuman: The Strategic Role of Virtual Influencers in Contemporary Marketing

Ricardo Correia (Polytechnic Institute of Bragança, Portugal & Applied Management Research Unit (UNIAG), Portugal), Ruta Fontes (Fundação para a Ciência e Tecnologia, Portugal), and Dominyka Venciute (ISM University of Management and Economics, Lithuania)
Copyright: © 2025 |Pages: 24
DOI: 10.4018/979-8-3373-0255-3.ch001
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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.
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