What question did this study set out to answer?

Explore how brands can effectively utilize virtual influencers in their digital marketing strategies.

February 2, 2026Acta Psychologica3 citationsOpen Access

A new era of rivalry for human influencers: Leveraging opportunities of virtual influencers for digital marketing strategies

YFYangyang FuWenzhou-Kean University LJLyu JiawenWenzhou-Kean University RCRui ChenWenzhou-Kean University

Key Points

Explore how brands can effectively utilize virtual influencers in their digital marketing strategies.
Analysis of virtual influencers' impact on brand engagement.
Evaluation of consumer behavior towards virtual influencers.
Recommendations for adapting marketing strategies.
Brands can enhance consumer engagement through virtual influencers.
Adopting virtual influencers can lead to more effective marketing goals.
Strategies must evolve to incorporate virtual influencers' unique characteristics.

Abstract

This study provides novel insights for brands to exploit the digital uprising of virtual influencers effectively. It signifies the need to change digital marketing strategies to reinforce consumer engagement strategies arising from the virtual influencers' framework, which can help achieve marketing goals more effectively.

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Cite This Study

Fu et al. (Thu,) studied this question.

synapsesocial.com/papers/6980fc17c1c9540dea80df27 https://doi.org/https://doi.org/10.1016/j.actpsy.2025.106196

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