Virtual influencers as an advertising tool in the promotion of brands and products. Study of the commercial activity of lil miquela

Abstract

Introduction: In the last years there has been a progressive and intense migration of audiences between traditional media and new digital formats, especially social networks. This trend is becoming more acute, especially among the younger sections of the population who are therefore more attractive to advertisers as consumers. This change in the media landscape requires the implementation of new communication and advertising strategies by advertisers. The rise of the so-called influencers has been a real novelty when it comes to publicizing and increasing the desire to consume brands and products from different sectors. Methodology: To carry out our study, we used a multi-method methodology that mainly consists of the use of qualitative and quantitative scientific research to analyze these communication strategies and their commercial possibilities in the current digital context. Results: This research aims to analyze the role of so-called virtual influencers, avatars created by artificial intelligence and augmented reality techniques, that allow the traditional influencer´s communication and advertising possibilities to be combined with the absolute control of his activity and “life” on the networks. Discussion: Influencers have become the opinion leaders of the 21st century and commercial brands are betting on them to deliver their messages. Conclusions: Virtual influencers are a necessary element to understand the evolution of advertising communication in the current digital context.