Influencer marketing has become a dominant and targeted means for brands to connect with
consumers, but it also brings risks associated with influencer transgression and reputation …

Abstract Virtual influencers (VIs), computer-generated characters that serve as influencers,
offer novel and cost-effective advertising strategies. VIs' roles and appearances are …

Artificially created characters–virtual influencers–amass millions of followers on social
media and affect digital natives' engagement and decisionmaking in remarkable ways …

Virtual influencers, generated on the computer, are changing the advertising industry. More
and more brands utilize virtual instead of human influencers as endorsers for their marketing …

Digitally created online celebrities (so-called virtual influencers) have appeared on various
social media and video streaming platforms. While the scientific community has recently …

Influencers are people on social media that distinguish themselves by the high number of
followers and the ability to influence other users. While influencers are a long-standing …

Virtual influencers (VI) are fictional entities operated by third parties (freelance creators,
digital agencies, or brands). Despite their increasing popularity, the way people approach …

Virtual influencer (VI) marketing has become increasingly prevalent on social media with the
evolving landscape of digitalisation. However, the use of VIs in tourism has received limited …

Abstract Building upon the Stereotype Content Model (SCM), the current research provides
insights into how virtual influencers (VIs) influence consumer responses. More specifically, it …

As social media has grown, firms have increasingly sought endorsements from social media
influencers rather than traditional celebrity endorsements. Technological advancements in …