May–June 2024
Article
Harvard Business Review

Should Your Brand Hire a Virtual Influencer?

By: Serim Hwang, Shunyuan Zhang, Xiao Liu and Kannan Srinivasan

Format:Print
| Pages:5

Abstract

Followers respond more favorably to sponsored posts by virtual influencers versus those by humans, costs are lower, and creating an influencer from scratch allows marketers to introduce more diversity.

Keywords

Social Media; AI and Machine Learning; Brands and Branding; Power and Influence

Citation

Hwang, Serim, Shunyuan Zhang, Xiao Liu, and Kannan Srinivasan. "Should Your Brand Hire a Virtual Influencer?" Harvard Business Review 102, no. 3 (May–June 2024): 56–60.