Abstract
This study proposes a conceptual model to explore the effectiveness of virtual influencers in social media marketing. It is suggested that the type of virtual influencer a company uses (human-like virtual influencer vs. anime-like virtual influencer) should be aligned with the social media marketing campaign objective (transactional vs relational) to reduce the likelihood of uncanny valley effect, which helps enhance influencer credibility and customer engagement.
| Original language | English |
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| Publication status | Published - 2 Jul 2024 |
| Event | 2024 Academy of Marketing Conference, AM2024 - Cardiff University, Cardiff, United Kingdom Duration: 1 Jul 2024 → 4 Jul 2024 https://academyofmarketing.org/am2024-conference/ (Conference Webpage) https://virtual.oxfordabstracts.com/#/event/8047/program (Conference Program) |
Conference
| Conference | 2024 Academy of Marketing Conference, AM2024 |
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| Country/Territory | United Kingdom |
| City | Cardiff |
| Period | 1/07/24 → 4/07/24 |
| Other | Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit |
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