Virtual Influencer—A New Phenomenon in the Marketing Communication or Illusion?

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F02819180%3A_____%2F24%3A%230000130" target="_blank" >RIV/02819180:_____/24:#0000130 - isvavai.cz</a>

Výsledek na webu

<a href="https://link.springer.com/book/10.1007/978-3-031-56533-5?sap-outbound-id=46C0F4663E4460E13B47152AD72D185C3C736492&utm_source=standard&utm_medium=email&utm_campaign=000_LAN36_0000019083_Book+author+congrats+NEW&utm_content=EN_34155_20240902&mkt-key=42010A" target="_blank" >https://link.springer.com/book/10.1007/978-3-031-56533-5?sap-outbound-id=46C0F4663E4460E13B47152AD72D185C3C736492&utm_source=standard&utm_medium=email&utm_campaign=000_LAN36_0000019083_Book+author+congrats+NEW&utm_content=EN_34155_20240902&mkt-key=42010A</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1007/978-3-031-56533-5_18" target="_blank" >10.1007/978-3-031-56533-5_18</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Virtual Influencer—A New Phenomenon in the Marketing Communication or Illusion?

Popis výsledku v původním jazyce

From the viewpoint of changing trends in the field of influencer marketing, traditional influencers are facing strong competition. The development of new technologies allows marketers to come up with new and original cam-paigns. Due to the fact that the virtual influencer is a relatively new concept, its popularity is constantly growing, which makes the given phenomenon move among marketing trends all over the world. Many brands like virtual influencers, which are why they appear in globally known campaigns, such as Prada or Porsche. The main goal of the paper is to determine the percep-tion of virtual influencers by Slovak consumers. The secondary data sources were scientific research, annual reports of companies, statistical databases and professional publications. A questionnaire survey was conducted to find out the perception and attitudes towards virtual influencers from the perspec-tive of Slovak consumers. General scientific methods were used for data processing, and mathematical and statistical methods in evaluating data from the survey. To achieve the paper's main goal, research hypotheses were for-mulated and subsequently verified based on the theoretical background and survey results. Based on the findings of the research, it is obvious that most of the respondents, primarily Generation Z, know term virtual influencer and recognize the activities carried out by him. Respondents' approach to virtual influencers was mostly positive. Finally, managerial implications of imple-mentation of virtual influencer in marketing communication are indicated based on the analysis and questionnaire survey results.

Název v anglickém jazyce

Virtual Influencer—A New Phenomenon in the Marketing Communication or Illusion?

Popis výsledku anglicky

From the viewpoint of changing trends in the field of influencer marketing, traditional influencers are facing strong competition. The development of new technologies allows marketers to come up with new and original cam-paigns. Due to the fact that the virtual influencer is a relatively new concept, its popularity is constantly growing, which makes the given phenomenon move among marketing trends all over the world. Many brands like virtual influencers, which are why they appear in globally known campaigns, such as Prada or Porsche. The main goal of the paper is to determine the percep-tion of virtual influencers by Slovak consumers. The secondary data sources were scientific research, annual reports of companies, statistical databases and professional publications. A questionnaire survey was conducted to find out the perception and attitudes towards virtual influencers from the perspec-tive of Slovak consumers. General scientific methods were used for data processing, and mathematical and statistical methods in evaluating data from the survey. To achieve the paper's main goal, research hypotheses were for-mulated and subsequently verified based on the theoretical background and survey results. Based on the findings of the research, it is obvious that most of the respondents, primarily Generation Z, know term virtual influencer and recognize the activities carried out by him. Respondents' approach to virtual influencers was mostly positive. Finally, managerial implications of imple-mentation of virtual influencer in marketing communication are indicated based on the analysis and questionnaire survey results.

Druh

C - Kapitola v odborné knize

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2024

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název knihy nebo sborníku

Smart Cities: Importance of Management and Innovations for Sustainable Development. Towards Mobility, Internet of Things and Smart Cities

ISBN

9783031565328

Počet stran výsledku

13

Strana od-do

267-279

Počet stran knihy

457

Název nakladatele

Springer

Místo vydání

Cham, Switzerland

Kód UT WoS kapitoly

—