...Simone Lykke Tranholm Mouritzen; Susanne Pedersen; Lina Fogt Jacobsen Purpose While the control of virtual influencers’ appearance, behaviour and beliefs is appealing to brands, it remains unclear whether consumers, particularly adolescents, can fully grasp and cope with this new form...

... the partnering brand. Design/methodology/approach A pilot study determined that, akin to their human counterparts, virtual influencers are also sexualized. The effect of influencer sexualization on brand trust (Study 1) and attitude toward the brand (Study 2) is then examined. The moderating role...

...Rossella C. Gambetti; Robert V. Kozinets Purpose This study aims to expand understanding of the diversity of virtual influencer forms by investigating their nonhuman-like, animal and graphic or cartoon variations. Design/methodology/approach A three-year multisite longitudinal netnography...

...Simone Lykke Tranholm Mouritzen; Valeria Penttinen; Susanne Pedersen Purpose The purpose of this paper is to conceptualize virtual influencer marketing, outlining the opportunities and dangers associated with using virtual influencers in social media marketing communications. Design/methodology...