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...
محفوظ في:
| المؤلف الرئيسي: | |
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| مؤلفون آخرون: | , |
| التنسيق: | article |
| منشور في: |
2022
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| الوصول للمادة أونلاين: | 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 |
| الوسوم: |
إضافة وسم
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| _version_ | 1864513469697490944 |
|---|---|
| author | Mrad, Mona |
| author2 | Ramadan, Zahy Nasr, Lina Issam |
| author2_role | author author |
| author_facet | Mrad, Mona Ramadan, Zahy Nasr, Lina Issam |
| author_role | author |
| dc.creator.none.fl_str_mv | Mrad, Mona Ramadan, Zahy Nasr, Lina Issam |
| dc.date.none.fl_str_mv | 2022 2022-07-04 2023-06-13T10:59:19Z 2023-06-13T10:59:19Z |
| dc.identifier.none.fl_str_mv | 0263-4503 http://hdl.handle.net/10725/14780 https://doi.org/10.1108/MIP-12-2021-0423 Mrad, M., Ramadan, Z., & Nasr, L. I. (2022). Computer-generated influencers: the rise of digital personalities. Marketing Intelligence & Planning, 40(5), 589-603. 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 |
| dc.language.none.fl_str_mv | en |
| dc.relation.none.fl_str_mv | Marketing Intelligence & Planning |
| dc.rights.*.fl_str_mv | info:eu-repo/semantics/openAccess |
| dc.title.none.fl_str_mv | Computer-generated influencers: the rise of digital personalities |
| dc.type.none.fl_str_mv | Article info:eu-repo/semantics/publishedVersion info:eu-repo/semantics/article |
| description | 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. |
| eu_rights_str_mv | openAccess |
| format | article |
| id | LAURepo_c84b2c14424487cec6f8a24b65417aa2 |
| identifier_str_mv | 0263-4503 Mrad, M., Ramadan, Z., & Nasr, L. I. (2022). Computer-generated influencers: the rise of digital personalities. Marketing Intelligence & Planning, 40(5), 589-603. |
| language_invalid_str_mv | en |
| network_acronym_str | LAURepo |
| network_name_str | Lebanese American University repository |
| oai_identifier_str | oai:laur.lau.edu.lb:10725/14780 |
| publishDate | 2022 |
| repository.mail.fl_str_mv | |
| repository.name.fl_str_mv | |
| repository_id_str | |
| spelling | Computer-generated influencers: the rise of digital personalitiesMrad, MonaRamadan, ZahyNasr, Lina IssamPurpose 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.Published2023-06-13T10:59:19Z2023-06-13T10:59:19Z20222022-07-04Articleinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/article0263-4503http://hdl.handle.net/10725/14780https://doi.org/10.1108/MIP-12-2021-0423Mrad, M., Ramadan, Z., & Nasr, L. I. (2022). Computer-generated influencers: the rise of digital personalities. Marketing Intelligence & Planning, 40(5), 589-603.http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.phphttps://www.emerald.com/insight/content/doi/10.1108/MIP-12-2021-0423/full/htmlenMarketing Intelligence & Planninginfo:eu-repo/semantics/openAccessoai:laur.lau.edu.lb:10725/147802024-07-10T11:42:26Z |
| spellingShingle | Computer-generated influencers: the rise of digital personalities Mrad, Mona |
| status_str | publishedVersion |
| title | Computer-generated influencers: the rise of digital personalities |
| title_full | Computer-generated influencers: the rise of digital personalities |
| title_fullStr | Computer-generated influencers: the rise of digital personalities |
| title_full_unstemmed | Computer-generated influencers: the rise of digital personalities |
| title_short | Computer-generated influencers: the rise of digital personalities |
| title_sort | Computer-generated influencers: the rise of digital personalities |
| url | 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 |