TY - JOUR
T1 - The Rise of Virtual Influencer Marketing
AU - Landgrebe, Jeanette
PY - 2024/9
Y1 - 2024/9
N2 - Virtual influencer marketing is a global emerging phenomenon in social media research. Research on traditional influencer marketing and practices has been the locus of attention for years, but fairly scarce research deals with the rise and influence of virtual influencers, also known as artificial intelligence influencers (AIIs) or computer-generated influencers (CGIs). In this article, an explorative, qualitative single case analysis of the Japanese CGI influencer Imma is presented to identify how the CGI is visually constructed on Instagram in a marketing campaign. Two supplementary semiotic lenses are applied, i.e. a visual compositional analysis and a semiotic image analysis. The results indicate that the CGI influencer Imma is visually presented by and large with the same characteristics and attributes as found in similar studies of human influencers, Moreover, the findings indicate subtle yet essential differences in the visual framing of the CGI character to enhance a human-like appearance. Concludingly, this study has preliminary implications for research, practitioners, prospective marketers, and future innovation leaders in the virtual marketing industry, and it is proposed to consider reconceptualizing our understanding of virtual influencers and acknowledging the rise of Virtual Influencer Marketing as a field in its own right.
AB - Virtual influencer marketing is a global emerging phenomenon in social media research. Research on traditional influencer marketing and practices has been the locus of attention for years, but fairly scarce research deals with the rise and influence of virtual influencers, also known as artificial intelligence influencers (AIIs) or computer-generated influencers (CGIs). In this article, an explorative, qualitative single case analysis of the Japanese CGI influencer Imma is presented to identify how the CGI is visually constructed on Instagram in a marketing campaign. Two supplementary semiotic lenses are applied, i.e. a visual compositional analysis and a semiotic image analysis. The results indicate that the CGI influencer Imma is visually presented by and large with the same characteristics and attributes as found in similar studies of human influencers, Moreover, the findings indicate subtle yet essential differences in the visual framing of the CGI character to enhance a human-like appearance. Concludingly, this study has preliminary implications for research, practitioners, prospective marketers, and future innovation leaders in the virtual marketing industry, and it is proposed to consider reconceptualizing our understanding of virtual influencers and acknowledging the rise of Virtual Influencer Marketing as a field in its own right.
KW - AI influencer, social media, authenticity, trustworthiness, social presence, expertise, semiotic analysis, virtual influencer marketing
KW - AI influencer, social media, authenticity, trustworthiness, social presence, expertise, semiotic analysis, virtual influencer marketing
KW - semiotic image analysis
KW - social presence
KW - authenticity
KW - AI influencer
KW - expertise
KW - social media
KW - compositional analysis, virtual influencer marketing
UR - https://www.scopus.com/pages/publications/85204399213
U2 - 10.7146/hjlcb.vi64.143879
DO - 10.7146/hjlcb.vi64.143879
M3 - Journal article
SN - 1903-1785
VL - 2024
SP - 75
EP - 102
JO - HERMES - Journal of Language and Communication in Business
JF - HERMES - Journal of Language and Communication in Business
IS - 64
ER -