Virtual influencer marketing: a study of millennials and gen Z consumer behaviour

Abstract

Purpose Virtual influencers (VIs), who are fictional characters, have gained popularity in recent years, particularly among Generation Z and millennials. With the hype surrounding VIs, more research is required. Thus, this study aims to examine how Gen Z members and millennials react to VIs used for marketing purposes. Design/methodology/approach This study follows an exploratory approach. The data were collected from 29 participants (14 male and 15 female) through two focus groups and semi-structured interviews. Findings The authors found that opinions about VIs were mixed, and two main themes emerged from the study: (1) challenges and potential and (2) decision-making and psychological aspects. Originality/value This study broadens the paradigm for analysing the efficacy of VIs. This emerging topic is of relevance for the marketing sector as well as for transdisciplinary research and practice.