University of Twente Student Theses
Are virtual influencers the new standard in digital marketing? The difference between virtual and human influencers and the role of identification and credibility
Lamping, G.H. (2024) Are virtual influencers the new standard in digital marketing? The difference between virtual and human influencers and the role of identification and credibility.
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| Abstract: | Influencers are a late-modern phenomenon, and their partnership with marketing firms and brands has skyrocketed in the past years. Human influencers are nowadays the standard, but there are also virtual influencers. These virtual influences are computer-generated characters, and many of them are indistingquishable from humans. Therefore, this study tries to answer the research question "To what extent does the combination of influencer type (human vs. virtual) and type of content (food vs. fashion) affect the level of influence, and what is the role of credibility and identification?" |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/101405 |
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