L7: The future of Influencer Marketing

Question 1

What is virtual influencers?

Answer 1

Virtual influencers are non-human digitally created characters who shares social media content and engage in interactive communications with the aim to obtain influential status among consumers

Question 2

Similarities with human influencers

Answer 2

Virtual influencers are similar to human influencers in many ways:
· Known for social media presence and creating content
· Fostering relationships with their followers
· Having a significant reach
Collaborating with brands

Question 3

Anthropomorphism

Answer 3

Anthropomorphism is defined as the degree to which a nonhuman object appears to have human-like features or abilities. (Brown and Ponsonby-McCabe, 2014)

Question 4

reality-virtuality continuum

Answer 4

The reality-virtuality continuum was introduced by Milgram and Kishino (1994) to explain the relationship between physical and virtual environments.

Question 5

Percieved Reality-Virtuality x Perceived Antropomorphism

Answer 5

1. Hyper-realistic non-humans
2. Hyper-realistic humans
3. Unrealistic non-humans
4. Unrealistic humans

Question 6

Percieved Reality-Virtuality x Perceived Antropomorphism: Unrealistic non-humans

Answer 6

· Can take any form including non-alive “humanized” objects
· Tend to exist in the virtual world but can occasionally visit the real world
Very clear boundaries between reality and virtuality

Question 7

Percieved Reality-Virtuality x Perceived Antropomorphism: Hyper-realistic non-humans

Answer 7

· Can take the form of an animal (e.g., bee or lizard) or a supernatural being (e.g., an alien or a monster)
· Appear to exist in the real world among humans
Tend to blur the boundaries between virtuality and reality

Question 8

Percieved Reality-Virtuality x Perceived Antropomorphism: Unrealistic humans

Answer 8

· Easily distinguishable from real-life influencers even though they have a human form
· Tend to exist in the virtual world but can occasionally visit the real world
Very clear boundaries between reality and virtuality

Question 9

Percieved Reality-Virtuality x Perceived Antropomorphism: Hyper-realistic humans

Answer 9

· May be very hard to distinguish from real-life influencers
· Appear to exist in the physical world and participate in human activities (e.g., go to restaurants or backstage at concerts)
Make the boundaries between virtuality and reality very blurred/non-existent.

Question 10

Unique characteristics

Answer 10

1. CUSTOMIZATION
2. FLEXIBILITY
3. OWNERSHIP (EX. BARBIE)
4. AUTOMATION

Question 11

Unique characteristics: CUSTOMIZATION

Answer 11

· Brands can freely decide on the origin story, appearance and behaviors of virtual influencers.
· Brand-influencer fit can (easier) be ensured.
Customization allows brands to appeal to the specific target groups.

Question 12

Unique characteristics: FLEXIBILITY

Answer 12

· Virtual influencers do not have the same constraints (e.g., hunger, fatigue, illness) as human influencers.
· They can appear anywhere at any time and do everything.
Less time and financial resources needed.

Question 13

Unique characteristics: OWNERSHIP (EX. BARBIE)

Answer 13

· Virtual influencers can advertise for several brands or be owned by a brand.
Brand-owned virtual influencers offers high levels of control, meaning less risk.

Question 14

Unique characteristics: AUTOMATION

Answer 14

Virtual influencers are gradually becoming more autonomous, acting as brand assistants.

For example:
· engaging in consumer experiences in real-time
· collecting information on consumer engagement/behavior

Question 15

PESO

Answer 15

Paid, Earned, Shared, Owned Media

Question 16

Negative implications

Answer 16

1. Unrealistic representations of what it means to be human (e.g., beauty standards and lifestyle in general)
2. Problematic if consumers cannot distinguish
3. Anonymity can enable unethical behavior without consequences
4. Truthfulness and authenticity is questionable due to misfit between VI and owner
5. Some consumers are currently exhibiting uncomfort engaging with AI. What if they don’t know? Is that okay?

Question 17

What are influencers good at?

Answer 17

· Connecting with audiences due to their unique characteristics
· Cutting through the noise of traditional marketing in new and innovative ways (especially for consumers who has a high need to feel unique)
Building brand image and awareness – not as much to increasing purchase intentions.

Question 18

What is important to remember?

Answer 18

· Higher levels of human resemblance do not equal more positive consumer reactions
· Lower level of human resemblance might be less complicated (due to disclosure)
Not all consumers will understand what a virtual influencer is. How much of that is your responsbility as a marketeer?