Virtual Influencer Marketing Strategies by Prof. Hwang
- SKKGSB
- Hit86990
- 2024-06-10
SKK GSB Professor Se-rim Hwang’s research on virtual influencers has been in the spotlight recently.
The study found that human influencer marketing, despite its high marketing effect, has backfired in some cases. On the other hand, virtual influencers were less likely to be exposed to scandals or bad reputations than human influencers, and they also cost less. Furthermore, virtual influencers have generated more engagement from people than human influencers. This means that choosing virtual influencers can be more cost-effective and ensure high engagement from people.
An interesting point is that virtual influencers with imperfections resonate with more people than those with a perfect appearance.
Lil Miquela, one of the most popular virtual influencers who debuted in 2016 and has over 2.6 million followers, is known for her imperfect human-like features instead of her perfect appearance.
"Virtual influencers with humanized stories of overcoming challenges and hardships are more effective for marketing," Hwang said.
Prof. Hwang's paper, 'Should Your Brand Hire a Virtual Influencer?', has gained attention in the academic community and was published in the May-June issue of Harvard Business Review. In Korea, the June issue of Dong-A Business Review published her special report on virtual influencers.