Fashion Marketing with Virtual Humans as Influencers
| dc.authorscopusid | 58293530000 | |
| dc.authorscopusid | 55964141100 | |
| dc.authorscopusid | 57760409000 | |
| dc.contributor.author | Oosterom, E.B. | |
| dc.contributor.author | Baytar, F. | |
| dc.contributor.author | Maher, M. | |
| dc.date.accessioned | 2024-07-18T20:17:15Z | |
| dc.date.available | 2024-07-18T20:17:15Z | |
| dc.date.issued | 2023 | |
| dc.description.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. | en_US |
| dc.identifier.doi | 10.1201/9781003264958-13 | |
| dc.identifier.endpage | 178 | en_US |
| dc.identifier.isbn | 978-100088121-9 | |
| dc.identifier.isbn | 978-103220729-2 | |
| dc.identifier.scopus | 2-s2.0-85160476261 | en_US |
| dc.identifier.scopusquality | N/A | en_US |
| dc.identifier.startpage | 163 | en_US |
| dc.identifier.uri | https://doi.org/10.1201/9781003264958-13 | |
| dc.identifier.uri | https://hdl.handle.net/11411/6474 | |
| dc.indekslendigikaynak | Scopus | en_US |
| dc.language.iso | en | en_US |
| dc.publisher | CRC Press | en_US |
| dc.relation.ispartof | Digital Fashion Innovations: Advances in Design, Simulation, and Industry | en_US |
| dc.relation.publicationcategory | Kitap Bölümü - Uluslararası | en_US |
| dc.rights | info:eu-repo/semantics/closedAccess | en_US |
| dc.title | Fashion Marketing with Virtual Humans as Influencers | en_US |
| dc.type | Book chapter | en_US |
