Do Human Influencers Have A Future In An Age Of Virtual Influencers?
5.2 ECONOMICS AND BUSINESS, 2.2 ELECTRICAL, ELECTRONIC, INFORMATION ENGINEERING
Analysis: digital characters are building large audiences interested in following their 'lives' and experiences - all of which is big news for brands
Influencer marketing has quickly progressed from a marketing tactic into a mainstream marketing activity for many brands. It has been widely embraced in a wide range of sectors such as travel, lifestyle, fashion, beauty, sport, gaming, entertainment, technology, health and fitness. Global marketing spend in the area has risen from $1.7bn in 2016 to $16.4 billion in 2022. In terms of this year, Influencer Marketing Hub estimate that $21.1 billion will be allocated to influencer marketing in 2023.
Influencers are online content creators whose standing amongst their social media followers gives them the potential to influence their fans' purchasing and consumption behaviours. This status can accrue from their experience, expertise, or enthusiasm in a given area.
Lawlor, Margaret Anne, "Do Human Influencers Have A Future In An Age Of Virtual Influencers?" (2023). Contributions from TU Dublin. 406.
This research received no external funding
Creative Commons License
This work is licensed under a Creative Commons Attribution-Share Alike 4.0 International License.