Humans vs Virtual Influencers

Presenter: Dr. Ammar Ammar (University of Dundee)

Host: Felippe Oliveira

Brands seek innovative ways to engage online with their target audience using human and metahuman influencers. This study investigates the impact of both types of social media influencers on online brand engagement and whether their impact is direct, indirect, or moderated by brand luxury. We deploy two experiments including both human and metahuman influencers, as well as a luxury and a non-luxury brand. This is one of the first studies to investigate the relationship between social media influencers and online brand engagement, as well as brand charisma and brand attachment as the underlying mechanism for uncovering this relationship. The findings contribute to a better understanding and use of social media influencers in brand marketing communications.

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