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The Impact of Computer-Generated Influencers on Social Media Advertising

Year: 2024

Type: article

Abstract: The paper delves into the new phenomenon of virtual influencers, investigating their rise, impact, and implications for contemporary society. The study aims to determine whether computer-generated influencers can effectively advertise products through social media accounts. The paper describes the concept of influencer marketing in the context of digital marketing. It aims to explain the phenomenon of virtual influencers, i.e., computer-generated characters and their profiles presented on social media. Finally, the results of quantitative and qualitative analyses are presented.

Source: Social Communication

DOI: 10.57656/sc-2024-0014

Author: Karolina Góraj

Institution: University of Information Technology and Management in Rzeszow

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4405587186

FWCI: 1.488

Cites:

Cited by: 2

Related to: 10