The Role of Virtual Social Media Influencers in Brand Advertising Design

Document Type : Original Article

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Printing, publishing and packaging, Faculty of Applied art, Egyptian Russian University, Cairo, Egypt

Abstract

Using celebrities in advertising is one of the marketing strategies used by brands and institutions, but it has evolved with the emergence of social media, and they are now called influencers. We find that influencers have the ability to reach consumers, and they have the ability to convince with their credibility and reach, and advertising with influencers can achieve a large return for brands, which prompted brands and advertising agencies to contract with them to be the advertising face for their products and services. With the development of the concept of advertising and people who are able to gather crowds of supporters around them, and in some cases reach millions of people, we notice the use of brands and institutions in advertising campaigns because of their ability to influence consumer trends. While human influencers have dominated this field for a long time, new competitors have emerged, namely virtual influencers powered by artificial intelligence. These virtual characters have caused a great stir because of the advantages they have over human influencers, such as visiting exotic places without travel restrictions, performing impossible tasks without physical restrictions, adapting their appearance and personality to suit the needs of the brand, and avoiding scandals and personal conflicts. So the problem of the study is how can virtual influencers be used in advertising campaigns for brands? The study aims to monitor the relationship between the use of virtual influencers in advertising campaigns and consumers’ interaction with them.

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