IGI Global eBooks,
Journal Year:
2025,
Volume and Issue:
unknown, P. 253 - 282
Published: April 11, 2025
The
rise
of
virtual
influencers
has
introduced
a
new
frontier
for
brands
in
the
metaverse,
offering
unique
opportunities
marketing
and
engagement.
This
chapter
explores
influencer
phenomenon,
examining
how
can
strategically
leverage
digital
creations
their
campaigns.
It
begins
by
distinguishing
between
human
influencers,
followed
discussion
technologies
that
enable
creation.
further
various
content
formats
employed
across
social
media,
highlighting
versatility.
also
examines
application
industries.
Additionally,
outlines
benefits
using
as
well
key
considerations
selecting
collaborating
with
them.
Lastly,
discusses
personalities
be
built,
emphasizing
importance
crafting
relatable
engaging
personas
to
drive
successful
brand
collaborations.
IGI Global eBooks,
Journal Year:
2025,
Volume and Issue:
unknown, P. 151 - 180
Published: April 11, 2025
In
today's
digitally
driven
world,
human
interaction
has
transformed
significantly,
particularly
with
the
emergence
of
parasocial
relationships
and
virtual
influencers.
This
chapter
applies
Horton
Wohl
(1956)
(PSI)
framework
to
critically
analyze
how
audiences
connect
It
examines
their
appeal
younger
demographics
like
Generation
Z,
who
are
more
receptive
AI-driven
figures,
explores
brands
employ
these
influencers
as
marketing
agents.
Ethical
concerns
highlighted,
including
transparency,
manipulation,
promotion
unrealistic
standards.
The
also
questions
authenticity
influencers,
given
entirely
orchestrated
personas.
Further,
provides
a
comprehensive
exploration
developments,
emphasizing
need
for
ethical
responsibility
technology
continues
blur
lines
between
real
worlds.
IGI Global eBooks,
Journal Year:
2025,
Volume and Issue:
unknown, P. 123 - 150
Published: April 11, 2025
With
the
advancement
of
digital
marketing
landscape,
discussions
influencer
has
also
taken
a
significant
leap.
As
result,
entity
virtual
influencers
come
to
existence.
These
are
computer
generated
entities
helping
brands
in
achieving
greater
audience
coverage
while
keeping
their
profitability
interest
at
center.
While
on
one
side,
engagement
with
is
paying
off
well,
engagements
human
scrutiny.
Cursory
overview
indicates
presence
both
perspectives
i.e.
favor
and
against.
Motivated
from
same,
this
article,
help
rigorous
literature
review,
examines
role
played
by
whether
can
coexist
brands.
Findings
present
inclination
towards
coexistence.
The
article
discusses
some
meaningful
strategies
which
currently
discussion.
concludes
ideology
coexistence
distinct
harmony
