Gen Z has shaped the audience engagement with media in the current digital age where social media celebrities are favored over conventional celebrities. In contrast to traditional stars whose ways of living can be perceived as foreign, influencers provide the feeling of familiarity and genuineness which is received well by younger generations. This trend is…

In a time when the world is changing very fast and digital engagements are deeply increasing, the emergence of virtual influencers has raised serious questions: can the charm and genuineness of human content creators be replaced by a machine-generated avatar? Virtual influencers are computer based personalities which can make posts, communicate and advertise brands on…

Influencer marketing has been an influential part of brand development in the constantly changing world of the digital world. A social media campaign that has gone successfully behind the scenes is a web of specialists carefully planning, negotiating, and creating content. The role of influencer management agencies is central to this ecosystem, and they provide…

  The culture of influencer pays and offers fame, opportunities, and profitable brand associations in the glossy environment of social media. There is, however, a dark side of the gloss and viral-driven campaigns that most creators and brands have to face. False partnerships, impersonation, and other deceitful schemes are becoming more widespread with the risks…