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Artificial intelligence (AI) influencers in influencer marketing

Łaszkiewicz Anna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2024

z. 193

23--34

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.

The use of influencer marketing in marketing communication of places

Łaszkiewicz Anna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2023

z. 173

445--456

Purpose: The purpose of this article is to identify the use of influencer marketing in place communication. Design/methodology/approach: For this purpose, a systematic literature review was conducted using Scopus and Web of Science databases. Findings: A total of 28 articles were identified. Finally, after rejecting duplicates and publications that did not meet the established criteria, the content of 9 articles was analysed. The main thematic threads and research methods were presented and leading journals and countries addressing the analysed issues were identified. Research limitations/implications: The analysis only considers publications in English, which has the effect of limiting the number of publications analysed. Practical implications: The results show a small number of publications dedicated to this topic. The phenomenon of influencer marketing is relatively new and some of the social media platforms have been established over the last few years. This makes it clear that, despite the great popularity of influencers as brand ambassadors or creators worth including in building marketing communications, the topic still needs to be analysed, both on a practical and research basis. Originality/value: This is the first literature review focused on the issues of place marketing and influencer marketing as activities that can have a mutually beneficial impact on promoted tourism destinations. The results of the conducted analysis may be of interest to both researchers of the analysed issue and practitioners, including in particular governmental and local governmental organisations responsible for the promotion of places.