The Use of Virtual Influencers in Social Media Marketing

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bachelor_Parkkinen_Inka_2025.pdf (1.1 MB)

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School of Business | Bachelor's thesis
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Date

2025

Department

Markkinoinnin laitos

Major/Subject

Mcode

Degree programme

Markkinointi

Language

en

Pages

43

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Abstract

This thesis explores the role of virtual influencers (VIs) within the framework of integrated marketing communications (IMC) and social media marketing (SMM). As virtual influencers become more prevalent in digital campaigns, understanding their effectiveness and strategic use has become increasingly important. The study is based on a literature review of academic sources published between 2019 and 2025, with a focus on the most current and widely cited research. The aim of the thesis was to examine what is known about virtual influencers in the context of marketing communication and to assess their strengths and weaknesses. The findings show that VIs offer several advantages, including full brand control, constant availability, creative flexibility, and reduced reputational risk. However, they also present challenges, particularly in terms of authenticity, emotional connection, and ethical concerns such as transparency and unrealistic beauty standards. The study concludes that virtual influencers are most effective when used as complementary tools alongside human influencers within a broader IMC strategy. Their success depends on thoughtful integration that aligns with brand values, audience expectations, and evolving technological and regulatory environments. The thesis also identifies key gaps in current research, especially concerning ethics, regulation, and cultural differences, and highlights the need for continued academic attention in a constantly evolving field.

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Thesis advisor

Blakaj, Hedon

Keywords

integrated marketing communications, social media marketing, influencer marketing, virtual influencers, virtual influencers in social media marketing

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https://urn.fi/URN:NBN:fi:aalto-202505254023

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[kand] Kauppakorkeakoulu / BIZ (Open Access)