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Fashion Marketing with Virtual Humans as Influencers
(CRC Press, 2023) Oosterom, E.B.; Baytar, F.; Maher, M.
The rise of the metaverse is increasing the technological ventures in virtual humans and encouraging influencer marketers to use virtual influencers (VIs). Although VI marketing is a recent phenomenon, its volume is estimated to reach $16.4 billion in 2022 (Santora 2022). Complex 3D human modelling is becoming easier and less expensive due to the development of user-friendly programs and cloud-based applications. As a result, the number of VIs is increasing almost daily. Virtual humans’ human-likeness is also becoming flawless because of the use of artificial intelligence (AI). VIs are employed in fashion typically to endorse a product, enhance brand recognition, and create potential marketing opportunities for fashion companies. In this chapter, Vis, particularly those that are human-like, were examined in detail to better understand their effects on fashion marketing. Our literature review revealed three focal themes: creation and technology behind virtual humans, social interaction between VIs and real people, and VIs’ product endorsement, brand advertising, and followers’ response to it. © 2023 selection and editorial matter, Abu Sadat Muhammad Sayem; individual chapters, the contributors.