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Artificial intelligence (AI) influencers in influencer marketing

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Języki publikacji
EN
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EN
Purpose: The purpose of this article is to identify the use of virtual influencers (VIs) generated using artificial intelligence (AI) in the field of influencer marketing. Design/methodology/approach: A narrative and critical literature review was conducted for this purpose. To identify the activity of virtual influencers, the author conducted an observational study to collect and compare the activity data of virtual influencers who had a minimum of 1,000 followers in 2022 with their current popularity and activity (November 2023). It also conducted an analysis of the advertising activity of selected influencers and an analysis of reach and engagement in 2022-2023. Findings: Analysis of the literature confirms the growing interest in the use of virtual influencers in marketing activities, which is also evident in marketers' current and planned spending on this price. Virtual influencers generate positive results in the level of audience engagement, which makes it possible to consider this means of communication as an attractive alternative. However, significant changes were observed in the number of observers over the year. Of the 54 virtual influencers analyzed, 44% reported a decrease in the number of observers. Research limitations/implications: The area of using computer-generated influencers and using artificial intelligence requires further intensive research. The spread of generative artificial intelligence will certainly affect the pace of change in this area. The observation made only presents data on changes in the popularity and publishing and advertising activity of virtual influencers. In this context, research dedicated to the semiotics of virtual influencers as well as the nature of parasocial interactions would be advisable. Practical implications: The article identifies areas of potential for virtual influencers in influencer marketing. Originality/value: The article adds to the sparse literature to date on virtual influencers, their potential and how they can be used in practice. It will be useful for managers and decision-makers involved in digital marketing.
Rocznik
Tom
Strony
23--34
Opis fizyczny
Bibliogr. 22 poz.
Twórcy
Bibliografia
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  • 2. Arsenyan, J., Mirowska, A. (2021). Almost human? A comparative case study on the social media presence of virtual influencers. International Journal of Human Computer Studies, 155, 102694. https://doi.org/10.1016/j.ijhcs.2021.102694
  • 3. Artificial intelligence - what is it and what are its applications? Retrieved from: https://www.europarl.europa.eu/news/pl/headlines/society/20200827STO85804/sztuczna-inteligencja-co-to-jest-i-jakie-ma-zastosowania
  • 4. Bailis, R. (2019). The state of influencer marketing: 10 influencer marketing statistics to inform where you invest. BigCommerce. Retrieved from: https://www.bigcommerce.com/ blog/influencer-marketing-statistics/#10-most-important-influencer-marketing-statistics-for-2019
  • 5. de Brito Silva, M.J., de Oliveira Ramos Delfino, L., Alves Cerqueira, K., de Oliveira Campos, P. (2022). Avatar marketing: A study on the engagement and authenticity of virtual influencers on Instagram. Social Network Analysis and Mining, 12(1), 130. https://doi.org/10.1007/s13278-022-00966-w
  • 6. Franke, C., Groeppel-Klein, A., Müller, K. (2023). Consumers' responses to virtual influencers as advertising endorsers: Novel and effective or uncanny and deceiving? Journal of Advertising, 1-17. https://doi.org/10.1080/00913367.2022.2154721
  • 7. Huang, Q.-Q., Qu, H.-J., Li, P. (2022). The influence of virtual idol characteristics on consumers' clothing purchase intention. Sustainability, 14(14), 8964. https://doi.org/10.3390/su14148964
  • 8. Kalinová, E. (2022). Usage of artificial intelligence on social media in Europe. AD ALTA: Journal of Interdisciplinary Research, 12(2), 330-333.
  • 9. Łaszkiewicz, A. (2022). Influencer marketing. The potential of digital creators in shaping consumer relations with brands. Lodz: University of Lodz Publishing House.
  • 10. Laszkiewicz, A., Kalinska‐Kula, M. (2023). Virtual influencers as an emerging marketing theory: A systematic literature review. International Journal of Consumer Studies, 47(6), 2479-2494.
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  • 12. Liu, X. (2019). A big data approach to examining social bots on twitter. Journal of Services Marketing, 33(4), 369-379. https://doi.org/10.1108/JSM-02-2018-0049
  • 13. Lou, C., Kiew, S.T.J., Chen, T., Lee, T.Y.M., Ong, J.E.C., Phua, Z. (2022). Authentically fake? How consumers respond to the influence of virtual influencers. Journal of Advertising, 1-18. https://doi.org/10.1080/00913367.2022.2149641
  • 14. Mori, M. (1970). Bukimi No Tani (the uncanny valley). Energy, 7, 33-35.
  • 15. Mrad, M., Ramadan, Z., Nasr, L.I. (2022). Computer-generated influencers: The rise of digital personalities. Marketing Intelligence and Planning, 40(5), 589-603. https://doi.org/10.1108/MIP-12-2021-0423
  • 16. Rodrigo-Martín, I., Muñoz-Sastre, D., Rodrigo-Martín, L. (2022). Virtual influencers as opinion leaders and their use in political communication techniques. Revista Mediterranea de Comunicacion, 13(1), 251-266. https://www.doi.org/10.14198/MEDCOM.20751
  • 17. Sands, S., Campbell, C.L., Plangger, K., Ferraro, C. (2022). Unreal influence: Leveraging AI in influencer marketing. European Journal of Marketing, 56(6), 1721-1747. https://doi.org/10.1108/EJM-12-2019-0949
  • 18. Sands, S., Ferraro, C., Demsar, V., Chandler, G. (2022). False idols: Unpacking the opportunities and challenges of falsity in the context of virtual influencers. Business Horizons, 65(6), 777-788. https://doi.org/10.1016/j.bushor.2022.08.002
  • 19. Shareef, M.A., Kapoor, K.K., Mukerji, B., Dwivedi, R., Dwivedi, Y.K. (2020). Group behavior in social media: Antecedents of initial trust formation. Computers in Human Behavior, 105, 106225. https://doi.org/10.1016/j.chb.2019.106225
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  • 21. The State of AI in Influencer Marketing: A Comprehensive Benchmark Report. Influencer Marketing Hub (2023).
  • 22. Vrontis, D., Makrides, A., Christofi, M., Thrassou, A. (2020). Social media influencer marketing: A systematic review, integrative framework, and future research agenda. International Journal of Consumer Studies, 45, 617-644. https://doi.org/10.1111/ijcs.12647
Typ dokumentu
Bibliografia
Identyfikator YADDA
bwmeta1.element.baztech-a6707938-3166-4074-88ff-183aef5f3584
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