Virtual influencer marketing and its impact on customer purchase behaviour
- This study examines the phenomenon of Virtual Influencer (VI) marketing and its impact on customer purchase behavior. The aim is to understand the scope and impact of VI marketing. The study compares VI marketing to traditional Human Influencer (HI) marketing and identifies the unique benefits and challenges associated with VIs. A survey was conducted to gain insight into consumer attitudes and behaviors toward VIs. Key findings reveal varying levels of trust and acceptance of VIs among consumers. While some participants expressed openness to buying products promoted by VIs, others had reservations about their authenticity. The study also explores the potential role of VIs in the metaverse, highlighting business opportunities and challenges in this evolving digital landscape. Overall, this research sheds light on the growing influence of VIs and the need for further research in the field of marketing.
Author of HS Reutlingen | Schmaeh, Marco; Chen, Xi; Michel, Tosca; Lee, Saenal |
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URN: | urn:nbn:de:bsz:rt2-opus4-44347 |
DOI: | https://doi.org/10.33642/ijbass.v9n6p4 |
ISSN: | 2469-6501 |
Erschienen in: | International journal of business and applied social science |
Publisher: | Center for Promoting Education and Research |
Place of publication: | New York |
Document Type: | Journal article |
Language: | English |
Publication year: | 2023 |
Tag: | consumer behaviour; customer purchasing behavior; digital marketing; metaverse; social media; virtual influencer marketing |
Volume: | 9 |
Issue: | 6 |
Page Number: | 8 |
First Page: | 29 |
Last Page: | 36 |
DDC classes: | 650 Management |
Open access?: | Ja |
Licence (German): | Creative Commons - CC BY - Namensnennung 4.0 International |