On being human: An investigation of virtual influencers and activism
On being human: An investigation of virtual influencers and activism
Haley Hatfield (Ph.D. student) and Aarum Youn-Heil (Ph.D. student). (2023, August 7). “On being human: An investigation of virtual influencers and activism”. Mass Communication & Society Division, Association for Education in Journalism and Mass Communication Conference, Washington D.C.
Abstract: Social media virtual influencers (VIs) can impact brand engagement and influence audiences' attitudes and behaviors. VIs are computer-generated characters companies use to mimic human influencers. Although VIs can advocate for social causes, they lack human experiences, such as using products or traveling, and reproduce a system of capitalism and consumption. This study examines a popular VI's anthropomorphic qualities, showing that although companies can create VIs to do anything, they imitate human influencers and perpetuate consumerism.
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