Fashion Marketing with Virtual Humans as Influencers

Abstract

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.