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CAN VIRTUAL INFLUENCERS BECOME AN INSPIRATION FOR PERFORMANCE SPORTSWEAR BRANDS?

  • 언어ENG
  • URLhttps://db.koreascholar.com/Article/Detail/422925
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글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
초록

With the raise of artificial intelligence (AI), a new form of influencers has entered the proposition of marketing strategies for brands. Virtual influencers (VI’s) have shown their potential for brands in general, fashion lifestyle, or fashion luxury, even being more impactful in specific aspects than traditional influencers. Zooming in on sports, the VI space has been discovered by some brands already, yet for lifestyle sports products only. The performance sports products environment is still untouched. This study aims to identify the potential goals to be achieved for sports brands creating human-like virtual influencers to implement in their performance range of products strategy.

저자
  • Jomar Duchain(TBS Business School, France)
  • Alexandra Polyakova(TBS Business School, France)