Computer-Generated Imagery Influencer Marketing—Which Ends of the Continuum Will Prevail? Humans or Avatars?

El-Deeb, Sara

doi:10.1007/978-981-99-0333-7_1

Smart Innovation, Systems and Technologies

2023

DOI: 10.1007/978-981-99-0333-7_1

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Computer-Generated Imagery Influencer Marketing—Which Ends of the Continuum Will Prevail? Humans or Avatars?

Sara El-Deeb

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2024

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Cited by 2 publications

References 26 publications

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Systematic Literature Review

Rosário,

Boechat

2024

Global Perspectives on Social Media Influencers and Strategic Business Communication

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The importance of ethics practiced by influencers must be considered. Influencers significantly impact their audience and can shape public opinion, attitudes, and behaviors. Ethical behavior helps influencers establish and maintain trust with their audience. Influencers are transparent, honest, and authentic in their content, which fosters trust and credibility. Ethical influencers are transparent about their partnerships, collaborations, and sponsored content. Ethical influencers have the potential to inspire and empower their audience to make a difference. They can influence their audience to adopt positive behaviors and attitudes, promoting social norms conducive to a more ethical and compassionate society. Influencers prioritizing ethical behavior contribute to a healthier online community and set a positive example for others in their field. Based on the above, it is intended to systematically review the bibliometric literature on ethics practiced by influencers using the Scopus database with the analysis of 134 academic and/or scientific documents.

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Systematic Literature Review

Rosário,

Boechat

2024

Global Perspectives on Social Media Influencers and Strategic Business Communication

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Influencer Marketing in the Age of Metaverse

Yadav,

Manda,

Jitta

2024

Advances in Marketing, Customer Relationship Management, and E-Services

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The metaverse is an emerging virtual frontier that is becoming a new marketing channel for brands to showcase their products and services. Brands can now use the services of influencers (both human and virtual) to influence consumer decisions. The metaverse and other new-generation Web 3.0 technologies are used in marketing campaigns to take advantage of immersive and augmented reality environments. Influencers use strategies different from traditional e-commerce, B2B, and social media marketing. Virtual showrooms, events, and product launches engage with consumers to co-create products and give a memorable consumer experience. The metaverse provides opportunities for community building and user-generated content that is more social proof. As technologies improve, influencers get more engaged in the metaverse. Measuring and evaluating influencer campaigns, ethical considerations, legal and regulatory frameworks, and long-term implications of influencer campaigns are some areas of future study.

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Computer-Generated Imagery Influencer Marketing—Which Ends of the Continuum Will Prevail? Humans or Avatars?

Cited by 2 publications

References 26 publications

Systematic Literature Review

Systematic Literature Review

Influencer Marketing in the Age of Metaverse

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