Virtual Influencers on Instagram: Benefits and Challenges for Brands in the Digital Age
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Virtual influencers, created through artificial intelligence and other technologies, are gaining popularity and offer new opportunities for brands. This study examines the highest-engagement posts of the top ten virtual influencers with the largest followings on the social network Instagram between July 2023 and July 2024, analyzing message formats and content on their accounts. The benefits these influencers can bring will be discussed, such as personalization, constant availability, and the reduction of risks associated with the public image of real people. However, challenges and negatives will also be addressed, including issues of authenticity, ethics, and potential disconnect with the public in the face of a lack of credibility or identification. This analysis aims to provide a balanced view of how virtual influencers can be integrated into brands' digital marketing strategies, highlighting both their advantages and limitations depending on the type of product or service, as well as the target audience.
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