Virtual Influencers and the Future of Brand Marketing: A Qualitative Exploration
DOI:
https://doi.org/10.63290/jhmsr.v2.i1.40Keywords:
Virtual Influencers, Marketing, Brands, Digital Marketing, Social Media, Stakeholders.Abstract
The purpose of this study is to analyze how virtual influencers affect future brand marketing activities and their operational roles, as it holds considerable importance for brands in their brand marketing strategies. A qualitative research method approach was followed in this study to explore how various stakeholders view virtual influencers (VIs) for brand marketing through their perceptions and experiences, and attitudes. A purposive sampling approach was used to obtain participants with expertise in virtual influencers who came from three distinct groups. While the study involved a total of 10 consumers (ages 18–35), the research contained six marketing experts who worked in agencies as well as brand teams.4 content creators with experience in digital media, CGI, or influencer marketing. Thematic analysis was followed while six themes were selected: Perceptions of Authenticity and Trust, Strategic Appeal of Virtual Influencers for Brands, Emotional and Parasocial Engagement with Vis, Ethical and Cultural Concerns, Imagining the Future of Influencer Marketing findings suggest that these factors play a vital role in enhancing the brand marketing through virtual influencers and it helps them to better understand the challenges in promotion of brands and formulate strategies to improve their products and brands awareness in a more effective way.
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