Redefining the Future of Digital Marketing With Virtual Influencers

Ricardo Correia, Dominyka Venciute

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Paperback

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English

IGI Global
07 May 2025

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

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,
ISBN: 9798337302560
Pages: 340
Publication Date: 07 May 2025
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Paperback
Publisher's Status: Active

Ricardo Correia (Ph.D.) With an academic career started in 2003, Ricardo Fontes Correia is an Associated Professor at the Polytechnic University of Bragança (Portugal), where he is the head of the Master's program in Tourism Marketing, and visiting Professor at ISM University of Management and Economics (Lithuania). Ricardo's key research interests are related to Services Marketing, Tourism Marketing, Wine Tourism, Branding, and Social Networks. He is an integrated member of the Applied Management Research Unit (UNIAG) and has served as an external consultant in programs such as the European Union Agris Program and Interreg and as a consultant for Deloitte & Touche. We should also emphasize his regular participation in research programs, conferences, and international scientific meetings, as well as the publication of several chapters in books and articles in international journals.