The rapid development of digital technologies and artificial intelligence has contributed to an active growth in the popularity of virtual influencers. This is having a noticeable impact on the world of influencer marketing, as more and more companies are faced with the question of whether the use of virtual influencers in their marketing activities is justified. However, as this is a relatively new phenomenon, research on this new area of marketing is rather limited. This bachelor thesis is dedicated to a detailed and thorough research of what virtual influencers are in general and as a marketing communication tool, how virtual influencers can be used in different marketing activities of the pre- and post-purchase phases, which opportunities and risks should be considered in the different phases and how virtual influencers are perceived by consumers. To achieve this goal, both theoretical and empirical approaches are used in this bachelor thesis. The former deals with the systematic analysis of academic literature as well as case studies and publications by experts in the field of virtual influencers. The latter can shed light on the latest developments, trends and issues that have not yet been addressed in the academic literature. The second part of the bachelor thesis serves to deepen the topic through interviews with experts who have valuable knowledge about influencer marketing due to their professional experience. This research has shown that virtual influencers have great potential as marketing communication tools, especially in the pre-purchase phase, where virtual influencers can attract a lot of attention from potential buyers due to their novelty, as well as new types of innovative content when interacting with users. However, these opportunities come with some risks, the main one being a very negative audience reaction to virtual influencers due to a lack of authenticity and consumer trust, which can greatly hinder the achievement of advertising objectives. Furthermore, virtual influencers are not equally suitable for all companies and industries. The acceptance of virtual influencers is also not homogeneous and varies greatly depending on many factors, including demographic and cultural factors, which requires careful target group analysis and strategic planning. Although virtual influencers can offer great potential for marketing communication in various areas, it is important that they are used correctly and with the company and its target groups in mind.
Eine Analyse von Virtual Influencern im digitalen Marketing: Einsatzmöglichkeiten von Virtual Influencern in der Marketingkommunikation und die damit verbundenen Chancen und Risiken für Unternehmen
Chalova, R. (Author). 2024
Student thesis: Bachelor's Thesis