Avatar marketing: a study on the engagement and authenticity of virtual influencers on Instagram

Avatar marketing gained momentum as a brand endorsement strategy. However, there is a lack of studies encompassing the benefits, risks, and operational mechanisms regarding avatar-based influencer marketing. Thus, we aim to understand the influencer marketing strategy exerted by avatars with anthrop...

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Veröffentlicht in:	Social network analysis and mining 2022-12, Vol.12 (1), p.130, Article 130
Hauptverfasser:	de Brito Silva, Marianny Jessica, de Oliveira Ramos Delfino, Lorena, Alves Cerqueira, Kaetana, de Oliveira Campos, Patrícia
Format:	Artikel
Sprache:	eng
Schlagworte:	Anthropomorphism Applications of Graph Theory and Complex Networks Authenticity Avatars Brands Computer Science Congruence Data Mining and Knowledge Discovery Decision makers Decision making Economics Game Theory Humanities Humanization Influencer marketing Law Marketing Methodology of the Social Sciences Original Article Semiotics Social and Behav. Sciences Social networks Statistics for Social Sciences
Online-Zugang:	Volltext
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