Computer-Generated Influencers

What is it about?

While the field of CGI marketing, and more particularly its relational aspect has been growing exponentially in practice, it is virtually non-existent in the academic literature. Accordingly, this research’s objectives are two-folds: (1) to identify the key components pertaining and governing a CGI’s identity, and (2) to explore and analyze the ensuing relationship between the CGI and its digital environment.

Featured Image

Why is it important?

There is a dire need today to answer the researchers’ call to advance the understanding of social influencers (e.g. Appel et al., 2020) and more specifically to examine virtual influencers’ personal life and perceived identity (Thomas and Fowler, 2020). In fact, researchers have yet to examine the distinctive benefits, risks, and operative mechanics linked with computer-generated influencer marketing (Miao et al., 2021).