Computer-generated influencers: the rise of digital personalities
Purpose The 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/approach This study follows an explorator...
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| Other Authors: | , |
| Format: | article |
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2022
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| Online Access: | http://hdl.handle.net/10725/14780 https://doi.org/10.1108/MIP-12-2021-0423 http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://www.emerald.com/insight/content/doi/10.1108/MIP-12-2021-0423/full/html |
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| Summary: | Purpose The 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/approach This 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. Findings CGIs 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/value This research contributes a seminal work in the field of virtual influencers. |
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