Essays about: "Virtual influencer"
Showing result 1 - 5 of 10 essays containing the words Virtual influencer.
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1. Fake Existence, Real Influence? : Computer Generated Imagery (CGI) Influencers' Impact on Consumers' Purchase Intentions
University essay from Umeå universitet/FöretagsekonomiAbstract : In the light of the digitalization and the emergence of social media, the concept of influencer marketing has increased significantly in importance on a global scale and is now considered one of the most effective, powerful and cost-effective marketing tools for businesses in today’s society. Nevertheless, despite the effectiveness of influencer marketing, the growing worldwide marketing trend of Computer Generated Imagery (CGI) influencers, also described as human-like influencers, is currently revolutionizing today’s influencer marketing and is expected to become the new way of marketing from a future perspective. READ MORE
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2. Virtual influencers come to the rescue? A quantitative study exploring consumer purchase intentions based on their perceived credibility of virtual influencers, with the mediating role of taste leadership
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Thesis purpose: The purpose of this research is to investigate the extent to which virtual influencers are perceived as credible sources of advertising and how their credibility attributes affect purchase intention among consumers. Specifically, this study aims to provide a deeper comprehension of this new influencer marketing phenomenon and to guide marketing managers in the understanding of consumer perceptions of virtual influencers. READ MORE
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3. Virtual Influencers, Friends to Listen to?
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Thesis Purpose: The purpose of this study is to explore if virtual influencers can be viewed as capable of developing parasocial relationships and opinion leadership. This will be researched through the virtual influencers source credibility, perceived by the Swedish audience of Instagram. READ MORE
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4. Virtual Avatars, Virtual Influencers & Authenticity
University essay from Göteborgs universitet/Graduate SchoolAbstract : Virtual avatars and the subgenre virtual influencers are growing in the contemporary digital society. With this growing phenomenon of virtual avatars and virtual influencers, the questions arise what is real, what feels real, and what do we as consumers perceive as authentic? This is a qualitative study that examines virtual avatars and virtual influencers’ authenticity from a consumer’s perspective, through exploratory focus groups and in-depth individual interviews. READ MORE
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5. Virtual Influencing: Uncharted Frontier in the Uncanny Valley
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Title: Virtual Influencing: Uncharted Frontier in the Uncanny Valley Date of the Seminar: 4th June 2020 Course: BUSN39 Degree Project in Global Marketing Authors: Mary Caroline Creasey and Adrián Vázquez Anido Supervisor: Burak Tunca Keywords: influencer marketing, virtual influencers, social media marketing, opinion leadership, brand spokespeople, brand spokes-characters, source credibility, uncanny valley Thesis purpose: In exploring if and to what extent reality level affects sentiment and skepticism, this study aims to provide valuable and actionable insights to both guide academics in further studies and help managers better understand nuances of influencer perceptions. Methodology: To analyze whether perception differs across influencers’ reality levels (human or virtual), this study collected comment data from Instagram to assess levels of sentiment and skepticism. READ MORE
