Virtuelle Influencer:innen: Eine kritische Reflexion der Anwendungsbereiche

Abstract

Virtual influencers are a new form of digital opinion leaders who are created with the help of computer-generated imagery and artificial intelligence and operate exclusively in digital spaces such as social media. They are becoming increasingly important for companies, especially in digital marketing and brand communication. Academic research has shown that virtual influencers bridge the gap between technological innovation and social interaction. However, research into their impact on consumers and their strategic use in companies is still in its infancy. The question of how credible, authentic and effective these artificial figures really are, has not yet been conclusively answered. A central problem is that there is currently hardly any scientifically sound knowledge about the areas in which virtual influencers can actually be used effectively and how they affect consumers in comparison to human influencers. Through critical reflection, this study comes to the conclusion that virtual influencers can have a comparable effect on consumer behaviour as human influencers under certain conditions. In particular, it became clear that factors such as attractiveness, anthropomorphism, storytelling and brand fit contribute significantly to the credibility and acceptance of virtual influencers. At the same time, it was confirmed that excessive realism or a lack of emotional expressiveness can provoke negative reactions. Authenticity and interactivity proved to be decisive success factors for positive brand effects. In the overall context, it becomes clear that virtual influencers are not a complete substitute for real people, but rather an effective complementary tool in digital marketing, especially for digitally savvy target groups and visually driven industries such as fashion, lifestyle or entertainment. At the same time, this study emphasises the need for further research, particularly with regard to ethical issues, the long-term impact on customer loyalty and possible effects on social norms. The influence of virtual influencers in immersive environments such as the metaverse is also a relevant future field that should be further researched scientifically and practically.

Date of Award	2025
Original language	German (Austria)
Supervisor	Wolfgang Jonas Weitzl (Supervisor)