Virtual Influencers : Is The Persona Trustworthy?

Wibawa, Rafki Chandra; Pratiwi, Chairani Putri; Wahyono, Eko Budi; Hidayat, Desman; Adiasari, Wilyan

doi:10.34010/jamika.v12i1.6706

Cited by 19 publications

(9 citation statements)

References 24 publications

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“…It also creates an opportunity for more publications. For example, Wibawa et al (2022), conducting a literature review based on the keyword "digital influencer," identified 10 publications. Therefore, we decided to use additional keywords, the definitions of which are presented below:…”

Section: Methodsmentioning

confidence: 99%

Virtual influencers as an emerging marketing theory: A systematic literature review

Łaszkiewicz

Kalińska-Kula

2023

Int J Consumer Studies

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Over the past few years, the popularity of influencers on social media (SM) has increased, and influencer marketing has become an important element in companies' marketing strategies. This has resulted in significant interest from researchers and practitioners; consequently, the number of publications devoted to the topic of influencers and influencer marketing has risen. Simultaneously, computer‐generated avatars and virtual influencers (VIs), including those using artificial intelligence (AI) and machine learning, have begun to emerge and gain popularity in the SM space. Thus far, research on these topics has been limited, with few studies examining the issue from different perspectives. Given the growing potential of VIs' inclusion in the consumer decision‐making process, and this being a developing field, a comprehensive and critical review of existing research on this subject is urgently needed. In response, this study consolidates the current state of research on virtual, AI, and computer‐generated influencers. A systematic review of peer‐reviewed articles was conducted to identify key themes and dominant concepts. An analysis of 35 articles provides an understanding of this phenomenon, shedding light on the mechanisms underlying the appeal of VIs and their role in shaping consumer attitudes and behaviors. Based on the analysis, the main thematic streams from the study are presented. Further, research gaps have been identified, and recommendations made for future research directions.

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Section: Methodsmentioning

confidence: 99%

Virtual influencers as an emerging marketing theory: A systematic literature review

Łaszkiewicz

Kalińska-Kula

2023

Int J Consumer Studies

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“…Tak lama kemudian, fenomena ini turut menarik perhatian Instagram. Instagram sebagai platform jejaring sosial berbasis visual memungkinkan pengguna untuk membuat cerita dan berinteraksi dengan pengikut mereka, memotret gambar, hingga menerapkan filter (Wibawa et al, 2022).…”

Section: Pendahuluanunclassified

“…Belum banyak penelitian yang menyajikan perspektif influencer virtual dari sisi industri. (Wibawa et al, 2022) sebelumnya meneliti tentang perkembangan influencer virtual, baik peluang maupun tantangannya, namun masih menggunakan metode kajian literatur sistematis. Conti et al (2022) juga meneliti mengenai kelebihan, kelemahan, maupun sisi etika influencer virtual, namun hanya fokus kepada sosok influencer virtual itu sendiri.…”

Section: Pendahuluanunclassified

“…Tren influencer virtual semakin berkembang pada tahun 2021 dengan tingginya jumlah permintaan serta menjadi aset yang ternilai dalam ranah influencer marketing. Kemajuan teknologi memudahkan proses penciptaan influencer virtual, sehingga influencer virtual disebut-sebut sebagai pelopor metaverse yang sedang ramai dibicarakan, karena industri ini menyajikan sesuatu yang benarbenar baru dan dalam bentuk virtual (Wibawa et al, 2022).…”

Section: Hasil Dan Pembahasan Tren Influencer Virtual Dalam Komunikas...unclassified

“…Selain itu, kurangnya ekspresi emosional dan pengungkapan gagasan yang tidak berhubungan dengan topik juga menimbulkan masalah yang membuat khalayak bertanya-tanya mana hal yang nyata atau tidak dari presentasi unggahan influencer virtual (Wibawa et al, 2022;Conti et al, 2022). Temuan Choudhry et al (2022)menunjukkan bahwa orang-orang lebih memercayai influencer virtual ketika mereka membicarakan hal-hal yang berkaitan dengan teknologi, karena itu lebih sesuai dengan bidang keahlian mereka.…”

Section: Tantangan Influencer Virtual Dalam Komunikasi Pemasaranunclassified

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Pemanfaatan Influencer Berbasis Virtual dalam Komunikasi Pemasaran

Muttamimah

Irwansyah

2023

wacana

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The utilization of virtual influencers is growing along with the advancement of technology. The high demand from brands for collaboration creates an opportunity for virtual influencers to become a profitable business. The presence of virtual influencers raises the question of how effective they are when compared to human influencers, as many brands use virtual influencers to promote products that are targeted for human consumption. This research aims to examine the development of virtual influencer trends, opportunities and challenges, and its future in marketing communication practices. The research approach is qualitative with a case study method. Data was collected using observation and documentation. Three virtual influencer accounts were purposively selected for further analysis. The results showed that the trend of virtual influencers is growing in brand campaigns. Full control, time and cost saving, and flexibility are the opportunities of virtual influencers. However, virtual influencers are considered incapable of displaying emotional reactions and building trust. Even so, the utilization of virtual influencers has the potential to continue to grow in the future, especially in marketing communication practices.

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