The virtual influencer takes over

Influencer marketing is developing rapidly. We all follow personalities on social media that we find authentic and whom we can identify ourselves with. We trust them more than traditional marketing and perceive it much more credible when our ‘peers’ has a message. But a new trend turns out to break with this pattern. Non-human, digital, fictitious identities - also known as virtual influencers - have begun to emerge in our social network, with no signs of slowing down. 

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Gunilla Freiesleben