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What is Virtual Influencers

Chapter 19
Handbook of Research on the Global Impacts and Roles of Immersive Media
Are virtual beings being used to engage audiences on behalf of brands and companies and movements. Much like human celebrities have historically been contracted to champion various efforts, they are being used in social media, advertising and PR campaigns to be effective salespeople, brand endorsers, and spokespeople.
Published in Chapter:
Immersive Media and Branding: How Being a Brand Will Change and Expand in the Age of True Immersion
Linda Ricci (Decahedralist Consulting, USA)
Copyright: © 2020 |Pages: 23
DOI: 10.4018/978-1-7998-2433-6.ch019
Abstract
This chapter explores the impact immersive technologies—augmented reality and virtual reality—will have on consumer branding and business in the near- and longer-term future. Weaving multiple use cases and examples throughout, the author discusses the next phase of experiential marketing: how immersive branding will develop as spatial computing becomes more mainstream, and how brands can start thinking about how they can leverage the technology. The author examines the rise of virtual influencers, how they will affect social media marketing—and how artificial intelligence will ultimately enable true one-to-one interaction with customers through virtual avatars. Finally, the author discusses risks, rules, and recommendations for how to successfully proceed as a brand curious about how to best harness the technologies.
Full Text Chapter Download: US $37.50 Add to Cart
More Results
Chapter 12
The Rise of Virtual Influencers in the Metaverse: A New Era of Customer Engagement
Computer-generated characters that have their own unique personalities and styles, and they can interact with customers just like human influencers; can create new value exchanges and revenue streams; create unique experiences for customers in the virtual world; promote new products and services and to engage with their customers in a more personalized way.
Published in Chapter: The Rise of Virtual Influencers in the Metaverse: A New Era of Customer Engagement; From: Connecting With Consumers Through Effective Personalization and Programmatic Advertising
Full Text Chapter Download: US $37.50 Add to Cart
Chapter 2
The Digital Influence Ecosystem and Its Relation to Organizational Communication: Characterizations, Possibilities, and Best Practices
Avatars designed with the purpose of engaging, interacting, and being spokespeople of the organizations they represent.
Published in Chapter: The Digital Influence Ecosystem and Its Relation to Organizational Communication: Characterizations, Possibilities, and Best Practices; From: Navigating Digital Communication and Challenges for Organizations
Full Text Chapter Download: US $37.50 Add to Cart
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