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Computer-generated influencers: the rise of digital personalities

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dc.contributor.author Mrad, Mona
dc.contributor.author Ramadan, Zahy
dc.contributor.author Nasr, Lina Issam
dc.date.accessioned 2023-06-13T10:59:19Z
dc.date.available 2023-06-13T10:59:19Z
dc.date.copyright 2022 en_US
dc.date.issued 2022-07-04
dc.identifier.issn 0263-4503 en_US
dc.identifier.uri http://hdl.handle.net/10725/14780
dc.description.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. en_US
dc.language.iso en en_US
dc.title Computer-generated influencers: the rise of digital personalities en_US
dc.type Article en_US
dc.description.version Published en_US
dc.author.school SOB en_US
dc.author.idnumber 199503670 en_US
dc.author.department Hospitality Management And Marketing en_US
dc.relation.journal Marketing Intelligence & Planning en_US
dc.journal.volume 40 en_US
dc.journal.issue 5 en_US
dc.article.pages 589-603 en_US
dc.keywords CGI en_US
dc.keywords Virtual influencers en_US
dc.keywords Social media en_US
dc.keywords Relationship en_US
dc.keywords AI en_US
dc.identifier.doi https://doi.org/10.1108/MIP-12-2021-0423 en_US
dc.identifier.ctation Mrad, M., Ramadan, Z., & Nasr, L. I. (2022). Computer-generated influencers: the rise of digital personalities. Marketing Intelligence & Planning, 40(5), 589-603. en_US
dc.author.email zahy.ramadan@lau.edu.lb en_US
dc.identifier.tou http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php en_US
dc.identifier.url https://www.emerald.com/insight/content/doi/10.1108/MIP-12-2021-0423/full/html en_US
dc.orcid.id https://orcid.org/0000-0001-8368-3617 en_US
dc.author.affiliation Lebanese American University en_US


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