Supervisors: Susanne Pedersen & Lina Jacobsen
Discussants: Polymeros Chrysochou & Sonja Perkovic

Abstract
Virtual influencers, digitally created characters designed to engage audiences like human influencers, are increasingly used in digital marketing. While they offer brands greater control over messaging, their virtual nature raises ethical concerns about transparency and information asymmetry in persuasive communications. Despite growing industry adoption, research on the implications regarding virtual influencer marketing remains limited, particularly regarding transparency and regulatory challenges.

This dissertation addresses this gap through three papers. The first paper conceptualizes virtual influencers by defining their key attributes, developing a taxonomy based on anthropomorphism and virtuality, and outlining the ethical and strategic implications of their use in marketing. The second paper examines adolescents’ perceptions of virtual influencer marketing and their parents’ role in guiding digital literacy, highlighting ethical concerns, and transparency issues. The third paper, which will be the primary focus of this presentation, experimentally examines how disclosure statements informing consumers of a virtual influencer’s artificial nature influence consumer perceptions, including responsibility attribution, brand attitudes, and purchase intentions.

By integrating conceptual, qualitative, and experimental approaches, this research offers a comprehensive examination of virtual influencer marketing. The findings contribute to influencer marketing literature and provide insights for brands, regulators, and policymakers aiming to ensure fair and transparent marketing practices.

Everone is welcome!