Is it already the end of the influencers' era? More specifically the human influencers' era?
Indeed, AI-powered digital avatars called “virtual influencers” are replacing them as …

The current research examines consumers' responses to sensory endorsements from virtual
influencers. The authors reveal that consumers perceive virtual and human influencers to …

The existing literature examines VIs' utilitarian, personal, and relational traits, but a gap
exists in interface design understanding. This study employs avatar marketing and …

Purpose The purpose of this paper is to conceptualize virtual influencer marketing, outlining
the opportunities and dangers associated with using virtual influencers in social media …

Based on the fast-growing sustainable consumption trend and the importance of social
media in consumer decision-making, increasingly companies are introducing green …

Given the existing gaps and the widespread popularity of virtual influencers, this study
develops and applies a paradigm based on social influence theory to probe the effect of …

Virtual influencers, digitally-created characters with realistic human-like appearances, have
emerged as a distinctive type of virtual humans prominently featured in various virtual …

Digital endorsers, blending AI technology and endorsers attributes, are increasingly
replacing traditional human endorsers in marketing. Unlike the trend where users show less …

With the development of technology and the low cost of creation, virtual influencers have
become increasingly common and interact deeply with consumers in 'human ways', such as …

-2-In recent years, virtual influencers have gained considerable attention from brands due to
the increased control they offer over the influencers' content and behavior (Conti et al …