Virtual influencers: An innovative way of developing marketing relationships

Abstract

Emergence of metaverse, where the virtual world and the real world converge, will be inhabited by the virtual characters. Brands have moved towards the virtual influencers in order to attract the customers. These virtual influencers are fictional computer-generated people who have realistic characteristics, features and personalities that of humans. They have a life, back story and a narrative. The present paper is an attempt to understand the landscape of virtual influencers, what motivates brands to go for virtual influencers and why they are so popular. It analyses the future potential of the virtual influencers market and also addresses the ethical issues related to virtual influencers.