Virtual Influencers - Brand Ambassadors of the Future? A Qualitative Study on Communication Managers' Perceived Opportunities and Risks of Using Virtual Influencers in External Communication Measures

Abstract

Virtual Influencers (VI) are increasingly becoming important in corporate communications. Like human influencers, they act as brand ambassadors but offer several advantages in the context of strategic communication. This study examines the perspective of communication managers on the opportunities and risks of using VI, which are relevant for the decision to (not) use VI as a communication tool, based on qualitative expert interviews with eight experts from companies and agencies as well as with enablers. The study focuses on the benefits for communication measures, the handling, and the future potential of VI. In order to understand the strategic decision-making processes, the perspective of the Technology Acceptance Model and the Communication Controlling approach are used. The results show that although VI enable companies to achieve a high level of control, brand customization, and cost efficiency, they can only be used successfully if their use is strategically thought through and can be authentically integrated into brand communication. While the market for VI is growing, their long-term success depends on proper implementation and strategic adaptation.