In the digital marketing sphere, the intersection of technology and creativity finds a vivid illustration in “Shall brands create their own virtual influencers? A comprehensive study of 33 virtual influencers on Instagram.”
This paper, authored by Zheng Shen, embarks on an intricate journey into the realm of virtual influencers and their significant role in digital marketing strategies, which indexed in SSCI and AHCI. To learn more about the paper, please click here.
Journal Impact Factor (2022) is 3.5
At the heart of this study lies a profound investigation into the effectiveness of virtual influencers — digital personas crafted by brands or independent creators to promote products, services, or messages on social media platforms. With a focus on Instagram, a platform renowned for its influential marketing prowess, the paper delves into the comparative engagement outcomes of branded versus non-branded virtual influencers. It meticulously analyses 33 distinct digital personas, uncovering the layers of interaction, authenticity, and consumer perception that define the modern customer-brand engagement. The study’s findings illuminate the greater engagement potential of non-branded virtual influencers over their branded counterparts, challenging pre-existing notions about digital marketing strategies.
(Source: Zheng Shen’s Article)
A cornerstone of this research’s methodology was the application of DiVoMiner, an advanced AI-powered content analysis platform. The researcher has utilized DiVoMiner for the content analysis of Instagram posts from the selected virtual influencers. The tool’s advanced AI capabilities allowed for an in-depth examination of character narratives (virtual influencers’ characteristics), forum (virtual influencers’ communication strategies), promotional characteristics (product types, brand equity, brand objectives, humor of campaigns, and relevant marketing strategies) and community reaction (customer-brand engagement in likes and comments). Moreover, the researcher conceptualized the typology of virtual influencers and analysed their engagement with customers and brands. This application of DiVoMiner not only showcases the platform’s versatility in handling complex data analyses but also highlights its potential to drive forward research and marketing strategies that align with the evolving digital landscape.
The paper’s conclusions extend beyond academic contributions, offering actionable insights for brands and marketing professionals. It suggests a strategic reconsideration of the creation versus collaboration debate concerning virtual influencers, advocating for partnerships with existing non-branded influencers to maximize engagement and authenticity. Furthermore, the study advises against overt marketing intentions in virtual influencers’ posts, pointing towards a more subtle and authentic engagement strategy as the key to unlocking the full potential of virtual influence in digital marketing.
(Source: Zheng Shen’s Article)
This analysis underscores the indispensable role of DiVoMiner in facilitating cutting-edge research and enhancing marketing strategies in the digital age. Through the lens of this study, DiVoMiner emerges not only as a tool for academic inquiry but as a catalyst for innovation in digital marketing practices, paving the way for future explorations into the digital consumer-brand relationship.
To begin your research on the digital age, register now: www.divominer.com
(All content references and insights within this blog are attributed to the research conducted by Zheng Shen in the study ‘Shall brands create their own virtual influencers? A comprehensive study of 33 virtual influencers on Instagram.’)