Redefining the Future of Digital Marketing With Virtual Influencers

Ricardo Correia, Dominyka Venciute

$475.95 $381.14

Hardback

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English

IGI Global
07 May 2025

E-commerce: business aspects; Sales & marketing; Virtual reality

Summary
Details

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.

Edited by: Ricardo Correia, Dominyka Venciute
Imprint: IGI Global
Country of Publication: United States [Currently unable to ship to USA: see Shipping Info]
Dimensions: Height: 254mm, Width: 178mm, Spine: 21mm
Weight: 807g
ISBN: 9798337302553
Pages: 440
Publication Date: 07 May 2025
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Hardback
Publisher's Status: Active