Published in:
Marketing Intelligence & Planning, 40 (2022) 5, Seite 589-603
Language:
English
DOI:
10.1108/mip-12-2021-0423
ISSN:
0263-4503
Origination:
Footnote:
Description:
PurposeThe purpose of this study is to identify the key components pertaining and governing a Computer-Generated Influencer’s (CGI’s) identity and explores and analyzes the ensuing relationship between the CGI and its digital environment.Design/methodology/approachThis study follows an exploratory approach using in-depth interviews of CGI followers. A total of 37 in-depth interviews were then analyzed using an inductive thematic approach to steer data coding.FindingsCGIs are considered as brand entities that have a combination of components under their overall perceived identity. This study encompasses the different relational dimensions, whether from a follower’s followers, CGI-follower’s, CGI–human influencer’s or CGI-endorsed brand’s perspective.Originality/valueThis research contributes a seminal work in the field of virtual influencers.