Computer-generated influencers: the rise of digital personalities

Abstract

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.

Citation

Mrad, M., Ramadan, Z. and Nasr, L.I. (2022), "Computer-generated influencers: the rise of digital personalities", Marketing Intelligence & Planning, Vol. 40 No. 5, pp. 589-603. https://doi.org/10.1108/MIP-12-2021-0423