Virtual avatars rising : the social impact based on a content analysis and a questionnaire in the context of fashion industry

Abstract: Innovative technologies and their ability to grow rapidly are known to be a great source of controversy and paranoid reactions amongst people. The aim of this research is to examine the acceptance and perception of the technology of digital supermodels and influencers. This will be done in the global market of end-users where this technology has proliferated or has the potential to emerge. Digital supermodels and influencers were regarded specifically in a marketing context for this research, since the whole essence of their existence is for marketing purposes, and was approached as a new innovative technology. The research was divided into two parts, first was about conducting a questionnaire to analyse people’s acceptance of the technology, more specifically to examine the possible change in their purchasing behaviour. The purpose of the second part of given research was to examine people’s reactions and perception towards this technology through a content analysis of Instagram comments for the Instagram accounts of digital supermodels and influencers. The addressed innovative technology of digital influencers and supermodels is mostly perceived positively or neutrally. The significant amount of neutral positions in both parts of given research states the presence of confusion and the need for answers rather than lack of interest, which is to be addressed by the creators and users of digital avatars in marketing in the fashion industry.