Computer-generated influencers: the rise of digital personalities

Mrad, Mona; Ramadan, Zahy; Nasr, Lina Issam

Computer-generated influencers: the rise of digital personalities

Mrad, Mona; Ramadan, Zahy; Nasr, Lina Issam

URI: http://hdl.handle.net/10725/14780

URL: https://www.emerald.com/insight/content/doi/10.1108/MIP-12-2021-0423/full/html

DOI: https://doi.org/10.1108/MIP-12-2021-0423

Date: 2022-07-04

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Abstract:

Purpose The purpose of this study is to identify the key components pertaining and governing a Computer-Generated Influencer’s (CGI’s) identity and explores and analyzes the ensuing relationship between the CGI and its digital environment. Design/methodology/approach This study follows an exploratory approach using in-depth interviews of CGI followers. A total of 37 in-depth interviews were then analyzed using an inductive thematic approach to steer data coding. Findings CGIs are considered as brand entities that have a combination of components under their overall perceived identity. This study encompasses the different relational dimensions, whether from a follower’s followers, CGI-follower’s, CGI–human influencer’s or CGI-endorsed brand’s perspective. Originality/value This research contributes a seminal work in the field of virtual influencers.

Citation:

Mrad, M., Ramadan, Z., & Nasr, L. I. (2022). Computer-generated influencers: the rise of digital personalities. Marketing Intelligence & Planning, 40(5), 589-603.

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