Virtual Influencers
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Virtual Influencers
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Author : Esperanza Miyake
language : en
Publisher: Taylor & Francis
Release Date : 2024-08-01
Virtual Influencers written by Esperanza Miyake and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-08-01 with Social Science categories.
This book identifies the converging socio- cultural, economic, and technological conditions that have shaped, informed, and realised the identity of the contemporary virtual influencer, situating them at the intersection of social media, consumer culture, Artificial Intelligence (AI), and digital technologies. Through a critical analysis of virtual influencers and related media practices and discourses in an international context, each chapter investigates different themes relating to digitality and identity: virtual place and nationhood; virtual emotions and intimacy; im/ materialities of virtual everyday life; the biopolitics of virtual human-production; the necropolitics of pandemic virtuality; transmedial and mimetic virtualities; and the political economy of virtual influencers. The book argues that the virtual influencer represents the various ways in which contemporary identities have increasingly become naturalised with questions of virtuality, mediated by digital technologies across multiple realities. From practices relating to AI- driven, invasive data profiling needed for virtual influencer production to problematic online practices such as buying digital skin colour, the author examines how the virtual influencer’s aesthetic, social, and economic value obfuscates some of the darker aspects of their role as an extractivist technology of virtuality: one which regulates, oppresses, and/ or classifies bodies and datafied bodies that serve the visual, (bio)political, and digital economies of virtual capitalism. In the process, the book simultaneously offers a critique of the virtual influencer as a representational figure existing across multiple digital platforms, spaces, and times, and of how they may challenge, complicate, and reinforce normative ideologies surrounding gender, race, class, sexuality, age, and ableism. As such, the book sheds light on some of the more troubling realities of the virtual influencer’s existence, inasmuch as it celebrates their transformational potential, exploring the implications of both within an increasingly AI- driven, digital culture, society, and economy. Drawing from a wide range of disciplines, this book will appeal to scholars, researchers, and students working in the area(s) of: Popular Culture and Media; Internet, Digital and Social Media Studies; Data justice and Governance; Japanese Media Studies; Celebrity Studies; Fan Studies; Marketing and Consumer Studies; Sociology; Human– Computer Studies; and AI and Technology Studies.
Whose Message Is More Powerful Comparing The Effect Of Virtual Influencers And Human Celebrities On Social Media Persuasion Depending On Perceived Source Characteristics And Nutrition Of Instagram Food Messages
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Author : Ju Young Lee
language : en
Publisher:
Release Date : 2022
Whose Message Is More Powerful Comparing The Effect Of Virtual Influencers And Human Celebrities On Social Media Persuasion Depending On Perceived Source Characteristics And Nutrition Of Instagram Food Messages written by Ju Young Lee and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022 with Electronic dissertations categories.
This study explores how endorser type affects attitudes and behavioral outcomes of social media users based on the Source Models, the dual processing model, and celebrity endorsement. The findings introduce a new type of social media endorser and propose a mechanism of virtual influencer endorsement compared with human celebrity endorsement. In detail, my research initially found that perceived source features mediate the association between endorser type (virtual influencer vs. human celebrity) and message persuasion (attitude toward the post, viral behavioral intention, and intention to consume the food in the post). For mediation models, the effects of human celebrities are more powerful with stronger perceptions of source attributions (trustworthiness, attractiveness, likeability, similarity, and parasocial interaction, but not expertise) than those of virtual influencers. Next, this research revealed a moderated mediation model showing that virtual influencer-endorsed Instagram posts generate a more favorable attitude toward the post depending on food type (energy-dense nutrient-poor foods vs. preferred foods) through likeability, but only for Instagram posts featuring energy-dense nutrient-poor foods (EDNP foods). Overall, the findings show that additional factors besides endorser type influence message elaboration and are the key elements to explain how virtual influencers form positive attitudes from target audiences with perceived source features in the dual processing model. This study provides theoretical contributions and practical implications by applying classical literature to a new media context.
Influencers And Creators
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Author : Robert V Kozinets
language : en
Publisher: SAGE
Release Date : 2023-04-29
Influencers And Creators written by Robert V Kozinets and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-04-29 with Business & Economics categories.
This textbook combines cutting-edge conceptual and critical thinking with practical advice for those interested in the way influencers and content creators have profoundly impacted business and culture.
Using Influencer Marketing As A Digital Business Strategy
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Author : Teixeira, Sandrina
language : en
Publisher: IGI Global
Release Date : 2023-12-08
Using Influencer Marketing As A Digital Business Strategy written by Teixeira, Sandrina and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-12-08 with Business & Economics categories.
Using Influencer Marketing as a Digital Business Strategy presents a comprehensive exploration of the burgeoning world of digital influencers, whose impact on consumer behavior and brand promotion is rapidly transforming the marketing landscape. This book delves into the most relevant topics in the field, providing a valuable contribution to both management and academia alike. The book delves into the essence of influencer marketing by examining the different types of influencers and their crucial role in reaching a brand's target audience. The strategic partnership between influencers and brands is analyzed, highlighting how these influential content creators act as powerful intermediaries between companies and potential consumers. By examining the intricate relationship between influencers, brands, and consumers, the book sheds light on the purchase intention process and consumer habits in the digital age. Given the recent emergence of influencer marketing as a prominent force, this book serves as a critical reference source for researchers, business executives, marketing professionals, influencer marketing agencies, and graduate students seeking to expand their understanding of this dynamic field.
The Sage Handbook Of Social Media Marketing
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Author : Annmarie Hanlon
language : en
Publisher: SAGE
Release Date : 2022-06-16
The Sage Handbook Of Social Media Marketing written by Annmarie Hanlon and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-06-16 with Business & Economics categories.
This Handbook explores the foundations and methodologies in analysing the important aspects of social media for organisations and consumers. It investigates critical areas concerning communities, culture, communication and content, and considers social media sales.
Influencer Marketing Applications Within The Metaverse
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Author : Bansal, Rohit
language : en
Publisher: IGI Global
Release Date : 2023-05-22
Influencer Marketing Applications Within The Metaverse written by Bansal, Rohit and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-05-22 with Business & Economics categories.
The metaverse is an immersive digital world that combines augmented reality (AR) and virtual reality (VR) to allow people to interact online as if they were in the physical world. While everything in the metaverse doesn’t exist in the physical world, it still offers unique opportunities for customers to experience your brand. The metaverse is free from physical limitations, presenting a novel opportunity for brands. Just as e-commerce revolutionized the way people shop, so could the metaverse. And by taking advantage of the metaverse's ability to bridge the gap between physical and virtual commerce, brands can use it to enrich their consumers' shopping experiences. To be successful, brands must quickly learn from mistakes and build on successful campaigns to stand out. The metaverse is data-driven, and marketers can use this in creating their growth strategies. Because growth marketing involves continuous experimentation and testing, brands can use this virtual world as their stomping ground to analyze their various marketing campaigns and observe consumer behavior. Influencer Marketing Applications Within the Metaverse explores how enterprises experimenting with the metaverse can connect, engage with, and incentivize human and machine customers to create new value exchanges, revenue streams, and markets. The book examines how brands can enrich their consumers’ shopping experiences by taking advantage of the metaverse's ability to bridge the gap between physical and virtual commerce. Covering topics such as augmented and virtual reality, customer experience, and gamification, this book is ideal for marketing practitioners, researchers, undergraduate and postgraduate students, non-government and government organizations, and more.
Proceedings Of The 2022 3rd International Conference On Big Data Economy And Information Management Bdeim 2022
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Author : Seifedine Kadry
language : en
Publisher: Springer Nature
Release Date : 2023-03-29
Proceedings Of The 2022 3rd International Conference On Big Data Economy And Information Management Bdeim 2022 written by Seifedine Kadry and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-03-29 with Business & Economics categories.
This is an open access book.2022 3rd International Conference on Big Data Economy and Information Management (BDEIM 2022) will be held from December 2 to 3 in Zhengzhou, China. The conference is co-hosted by Henan University, Henan Academy of Sciences and Henan Association for Science and technology. It dedicates to create a platform for academic communications between specialists and scholars in the fields of Big Data Economy and Information Management. The conference will create a path to establish a research relation for the authors and listeners with opportunities for collaboration and networking among the universities and institutions for promoting research and developing technologies.
Brand Awareness
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Author :
language : en
Publisher: BoD – Books on Demand
Release Date : 2024-07-10
Brand Awareness written by and has been published by BoD – Books on Demand this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-07-10 with Business & Economics categories.
This insightful book explores the evolving landscape of brand perception, presenting new strategies, consumer behavior analysis, and technological innovations reshaping how brands connect with their audiences. From the influence of social media to the power of storytelling, this book navigates through the latest trends and breakthroughs, offering insights for marketers, entrepreneurs, and anyone intrigued by the art of brand building. Engaging case studies and expert perspectives show the reader how to create lasting impressions in today’s competitive market. Brand Awareness - Recent Advances and Perspectives is an indispensable guide for those seeking to elevate their brand’s impact and relevance in an ever-evolving digital age.
Hci In Business Government And Organizations
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Author : Fiona Nah
language : en
Publisher: Springer Nature
Release Date : 2023-07-20
Hci In Business Government And Organizations written by Fiona Nah and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-07-20 with Computers categories.
This two-volume set of HCIBGO 2023, constitutes the refereed proceedings of the 10h International Conference on HCI in Business, Government and Organizations, held as Part of the 24th International Conference, HCI International 2023, which took place in July 2023 in Copenhagen, Denmark.The total of 1578 papers and 396 posters included in the HCII 2023 proceedings volumes was carefully reviewed and selected from 7472 submissions. The HCIBGO 2023 proceedings focuses in topics such as artificial intelligence and machine learning, blockchain, service design, live streaming in electronic commerce, visualization, and workplace design.
Welcome To The New Normal Life After The Chaos
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Author : Vincent Jeseo
language : en
Publisher: Springer Nature
Release Date : 2024-01-03
Welcome To The New Normal Life After The Chaos written by Vincent Jeseo and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-01-03 with Business & Economics categories.
Change is the only constant that marketers deal with on a regular basis. However, the recent pandemic brought about change for every individual on the planet. It not only brought about changes to technology, but it also reshaped the thinking of consumers and organizations through behavioral and cultural shifts in the market. This volume provides new insights and ideas in marketing research, theory, and practice as we continue to adapt to the new normal world post-pandemic. It provides success stories and regional case studies to offer marketers new ways in which to serve consumers and satisfy their needs. Featuring papers presented at the 2023 Academy of Marketing Science Annual Conference in New Orleans, LA, USA, this book discusses various areas of marketing, each serving as a pillar supporting the overall structure of contemporary marketing built with shared knowledge and aimed toward the future with informed optimism. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review.