Vol. 54 No. 1 (2026): Published March 30, 2025
DOI https://doi.org/10.18799/26584956/2026/1/2052
Virtual influencers in corporate communications
The use of virtual influencers in corporate communications is an innovative tool for strengthening the company image, attracting new consumers, and forming a positive impression of the brand. Aim. To study the perception of virtual influencers as a communication tool. Methods. Focus groups with two moderators. The Fishbowl Discussion facilitation technique and force field analysis were used as part of a focus group study. Results. The authors have stated and grouped factors determining the attractiveness and reference of virtual influencers. The paper highlights distinct set of factors directly related to the image of the digital persona. The psychological attractiveness of digital influencers is largely determined by their innovativeness, technological advancement, and uniqueness. Consequently, the authors defined the stages involved in designing a virtual influencer agent. The practical significance of these research outcomes lies in considering all crucial aspects, enabling the creation and effective use of virtual influencers for strategic and tactical communication purposes.
For citation: Melnikova I.Yu., Popov D.G., Melnikov V.N. Virtual influencers in corporate communications. Journal of Wellbeing Technologies, 2026, vol. 54, no. 1, pp. 65–77. https://doi.org/10.18799/26584956/2026/1/2052
Keywords:
digital influencer, consumer perception, influence, attractiveness factors, stages of creating a digital character, focus group
References:
СПИСОК ЛИТЕРАТУРЫ
1. Perception of advertising within the context of generational theory. I.Yu. Melnikova, L.M. Luchsheva, O.A. Morozova, V.N. Melnikov. FarEastСon 2021: Proc. of the International Science and Technology Conference. Vladivostok: Springer Nature Switzerland AG, 2022. P. 179–188. DOI: 10.1007/978-981-16-8829-4_15. EDN: LXKQOR.
2. Крупенникова Л.Ш., Курбатов В.И. Виртуальная личность: Net-мышление, сетевой психотип и Интернет-фобии. Инженерный вестник Дона, 2014, № 3 (30), С. 65. EDN: TFXFSJ
3. Мельникова И.Ю., Абабкова М.Ю., Волкова К.А. Применение тейнментных коммуникаций на российском медиарынке: проблемы и перспективы. Научные исследования и разработки. Современная коммуникативистика, 2024, Т. 13, № 3, С. 85–91. DOI: 10.12737/2587-9103-2024-13-3-85-91. EDN ELKOTK.
4. Zhang Z. Infrastructuralization of Tik Tok: transformation, power relationships, and platformization of video entertainment in China. Media, Culture & Society, 2021, Vol. 43, № 2, P. 219–236. DOI: 10.1177/0163443720939452. EDN: AEPJAS.
5. Khan G.F., Swar B., Lee S.K. Social media risks and benefits: a public sector perspective. Social science computer review, 2014, Vol. 32 (5), P. 606–627. DOI: 10.1177/0894439314524701.
6. Ababkova M.Yu., Ilyina I.A., Melnikova I.Yu. AI for tainment communications: potential and pitfalls. 2024 Communication Strategies in Digital Society Seminar (ComSDS). St Petersburg, 2024. pp. 3–8. DOI: 10.1109/ComSDS61892.2024.10502065.
7. Who are the social media influencers? A study of public perceptions of personality. K. Freberg, K. Graham, K. McGaughey, L.A. Freberg. Public Relations Review, 2011, Vol. 37, Iss. 1, P. 90–92. DOI: https://doi.org/10.1016/j.pubrev.2010.11.001.
8. Gildin S.Z. Understanding the power of word-of-mouth. RAM Revista de Administração Mackenzie, 2003. Vol. 4, № 1, P. 92–106. DOI: 10.1590/1678-69712003/administracao.v4n1p92-106.
9. Земскова Е.С. Анализ поведения потребителей в цифровой экономике с позиции теории поколений. Вестник евразийской науки, 2019, Т. 11, № 5, С. 28. EDN YTCZBJ
10. Enke N., Borchers N.S. Social media influencers in strategic communication: a conceptual framework for strategic social media influencer communication. International Journal of Strategic Communication, 2019, Vol. 13, Iss. 4, P. 261–277. DOI: 10.1080/1553118X.2019.1620234.
11. Аржанова К.А., Довжик Г.В., Довжик В.Н. Инфлюенсер-маркетинг: современные тенденции и перспективы. Вестник университета, 2022, № 9, C. 65–71. DOI: https://doi.org/10.26425/1816-4277-2022-9-65-71. EDN: KZYVNP.
12. Богданова М.А., Печенкина М.О., Попов Д.Г. Маскоты как инструмент позиционирования на рынке общественного питания Санкт-Петербурга. Научный результат. Социальные и гуманитарные исследования, 2024, Т. 10, № 4, С. 113–127. DOI: 10.18413/2408-932X-2024-10-4-1-0. EDN: HGDGAB.
13. Audrezet A., Koles B. Virtual influencer as a brand avatar in interactive marketing. The Palgrave Handbook of Interactive Marketing. Ed. by C.L. Wang. Cham, Palgrave Macmillan, 2023. P. 353–376. DOI: https://doi.org/10.1007/978-3-031-14961-0_16.
14. Thomas V.L., Fowler K. Close encounters of the AI kind: use of AI influencers as brand endorsers. Journal of Advertising, 2020, Vol. 50, Iss. 1, P. 11–25. DOI: 10.1080/00913367.2020.1810595 EDN: YGMWGU.
15. Hanus M.D., Fox J. Persuasive avatars: the effects of customizing a virtual salesperson׳ s appearance on brand liking and purchase intentions. International Journal of Human-Computer Studies, 2015, Vol. 84, P. 33–40. DOI: https://doi.org/10.1016/j.ijhcs.2015.07.004.
16. Senft T. Camgirls: celebrity and community in the age of social networks. New York, Peter Lang, 2008. 150 p.
17. Саввинова К.С., Арбузова А.А. Виртуальные инфлюенсеры: новые тренды индустрии моды. Молодые ученые – развитию Национальной технологической инициативы (ПОИСК), 2021, № 1, С. 567–569. EDN: FNNEDK.
18. Conti M., Gathani J., Tricomi P.P. Virtual influencers in online social media. IEEE Communications Magazine, 2022, Vol. 60, № 8, P. 86–91. DOI: 10.1109/MCOM.001.2100786. EDN: OTVFUC.
19. Garwol K. Influencers – contemporary authorities of the young generation? European Journal of Sustainable Development, 2020, Vol. 9, № 4, P. 273–280. DOI: https://doi.org/10.14207/ejsd.2020.v9n4p273. EDN: CZESYQ.
20. Robinson B. Towards an ontology and ethics of virtual influencers. Australasian Journal of Information Systems, 2020, Vol. 24. DOI: https://doi.org/10.3127/ajis.v24i0.2807. EDN: YXRZBA.
21. Jhawar A., Kumar P., Varshney S. The emergence of virtual influencers: a shift in the influencer marketing paradigm. Young Consumers: Insight and Ideas for Responsible Marketers, 2023, Vol. 24, № 4, P. 468–484. DOI: https://doi.org/10.1108/YC-05-2022-1529. EDN: FADHGY.
22. Hudders L., De Jans S., De Veirman M. The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers. Social media influencers in strategic communication. Ed. by N.S. Borchers. New York: Routledge, 2021. pp. 24–67. DOI: https://doi.org/10.4324/9781003181286-3.
23. Rodrigues L.F., Oliveira A., Rodrigues H. Main gamification concepts: a systematic mapping study. Heliyon, 2019, Vol. 5, № 7, e01993. DOI: 10.1016/j.heliyon.2019.e01993.
24. Кто такие виртуальные инфлюенсеры и как их воспринимают пользователи. Анкетогог. 2023. URL: https://iom.anketolog.ru/2023/08/04/virtual-nye-inflyuensery (дата обращения 23 мая 2025).
25. Swanson D.J., Creed A.S. Sharpening the focus of force field analysis. Journal of change management, 2014, Vol. 14, Iss. 1, P. 28–47. DOI: https://doi.org/10.1080/14697017.2013.788052.
26. Аудитория социальных сетей и мессенджеров. Левада-Центр*. 2023. URL: https://www.levada.ru/2023/04/18/auditoriya-sotsialnyh-setej-i-messendzherov/?ysclid=lyzoh2qdu9678689568 (дата обращения 23.05.2025).
*настоящий материал (информация) произведен и распространен иностранным агентом АНО «Левада-Центр» либо касается деятельности иностранного агента АНО «Левада-Центр». 18+
REFERENCES
1. Melnikova I.Yu., Luchsheva L.M., Morozova O.A., Melnikov V.N. Perception of advertising within the context of generational theory. Proceeding of the International Science and Technology Conference. FarEastСon 2021. Vladivostok, Springer Nature Switzerland AG, 2022. pp. 179–188. DOI: 10.1007/978-981-16-8829-4_15. EDN: LXKQOR .
2. Krupennikova L.S., Kurbatov V.I. Virtual personality: net-thinking, network mentality and internet-fobies. Ingineering journal of Don, 2014, no. 30 (3), pp. 65 (In Russ.) EDN: TFXFSJ.
3. Melnikova I.Yu., Ababkova M.Yu., Volkova K.A. Application of entertainment communications in the Russian media market: problems and prospects. Scientific research and development. Modern communication studies, 2024, vol. 13, no. 3, pp. 85–91. (In Russ.) DOI: 10.12737/2587-9103-2024-13-3-85-91. EDN: ELKOTK.
4. Zhang Z. Infrastructuralization of Tik Tok: transformation, power relationships, and platformization of video entertainment in China. Media, Culture & Society, 2021, vol. 43, no. 2, pp. 219–236. DOI: 10.1177/0163443720939452. EDN: AEPJAS.
5. Khan G.F., Swar B., Lee S.K. Social media risks and benefits: a public sector perspective. Social science computer review, 2014, vol. 32 (5), pp. 606–627. DOI: 10.1177/0894439314524701.
6. Ababkova M.Yu., Ilyina I.A., Melnikova I.Yu. AI for tainment communications: potential and pitfalls. 2024 Communication Strategies in Digital Society Seminar (ComSDS). St Petersburg, 2024. pp. 3–8. DOI: 10.1109/ComSDS61892.2024.10502065.
7. Freberg K., Graham K., McGaughey K., Freberg L.A. Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 2011, vol. 37, Iss. 1, pp. 90–92. DOI: https://doi.org/10.1016/j.pubrev.2010.11.001.
8. Gildin S.Z. Understanding the power of word-of-mouth. RAM Revista de Administração Mackenzie, 2003, vol. 4, no. 1, pp. 92–106. DOI: 10.1590/1678-69712003/administracao.v4n1p92-106.
9. Zemskova E.S. Analysis of consumer behavior in the digital economy from the perspective of generation theory. The Eurasian Scientific Journal, 2019, vol. 11, no. 5, p. 28. (In Russ.) EDN: YTCZBJ.
10. Enke N., Borchers N.S. Social media influencers in strategic communication: a conceptual framework for strategic social media influencer communication. International Journal of Strategic Communication, 2019, vol. 13, Iss. 4, pp. 261–277. DOI: 10.1080/1553118X.2019.1620234.
11. Arzhanova K.A., Dovzhik G.V., Dovzhik V.N. Influencer marketing: current trends and perspectives. Vestnik Universiteta, 2022, no. 9, pp. 65–71. (In Russ.) DOI: https://doi.org/10.26425/1816-4277-2022-9-65-71. EDN: KZYVNP.
12. Bogdanova M.A., Pechenkina M.O, Popov D.G. Mascots as a positioning tool in St. Petersburg's catering market. Research Result. Social Studies and Humanities, 2024, vol. 10, no. 4, pp. 113–127. (In Russ.) DOI: 10.18413/2408-932X-2024-10-4-1-0. EDN: HGDGAB.
13. Audrezet A., Koles B. Virtual influencer as a brand avatar in interactive marketing. The Palgrave Handbook of Interactive Marketing. Ed. by C.L. Wang. Cham, Palgrave Macmillan, 2023. pp. 353–376. DOI: https://doi.org/10.1007/978-3-031-14961-0_16.
14. Thomas V.L., Fowler K. Close encounters of the AI kind: use of AI influencers as brand endorsers. Journal of Advertising, 2020, vol. 50, Iss. 1, pp. 11–25. DOI: 10.1080/00913367.2020.1810595. EDN: YGMWGU.
15. Hanus M.D., Fox J. Persuasive avatars: the effects of customizing a virtual salesperson׳ s appearance on brand liking and purchase intentions. International Journal of Human-Computer Studies, 2015, vol. 84, pp. 33–40. DOI: https://doi.org/10.1016/j.ijhcs.2015.07.004.
16. Senft T. Camgirls: celebrity and community in the age of social networks. New York, Peter Lang, 2008. 150 p.
17. Savvinova K.S., Arbuzova A.A. Virtual Influencers: new trends in the fashion industry. Young Scientists – Development of the National Technological Initiative (SEARCH), 2021, no. 1, pp. 567–569 (In Russ.) EDN: FNNEDK
18. Conti M., Gathani J., Tricomi P.P. Virtual influencers in online social media. IEEE Communications Magazine, 2022, vol. 60, no. 8, pp. 86–91. DOI: 10.1109/MCOM.001.2100786 EDN: OTVFUC.
19. Garwol K. Influencers – contemporary authorities of the young generation? European Journal of Sustainable Development, 2020, vol. 9, no. 4, pp. 273–280. DOI: https://doi.org/10.14207/ejsd.2020.v9n4p273 EDN: CZESYQ
20. Robinson B. Towards an ontology and ethics of virtual influencers. Australasian Journal of Information Systems, 2020, vol. 24. DOI: https://doi.org/10.3127/ajis.v24i0.2807. EDN: YXRZBA.
21. Jhawar A., Kumar P., Varshney S. The emergence of virtual influencers: a shift in the influencer marketing paradigm. Young Consumers: Insight and Ideas for Responsible Marketers, 2023, vol. 24, no. 4, pp. 468–484. DOI: https://doi.org/10.1108/YC-05-2022-1529. EDN: FADHGY.
22. Hudders L., De Jans S., De Veirman M. The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers. Social media influencers in strategic communication. Ed. by N.S. Borchers. New York, Routledge, 2021. pp. 24–67. DOI: https://doi.org/10.4324/9781003181286-3.
23. Rodrigues L.F., Oliveira A., Rodrigues H. Main gamification concepts: a systematic mapping study. Heliyon, 2019, vol. 5, no. 7, e01993. DOI: 10.1016/j.heliyon.2019.e01993.
24. Who virtual influencers are and how they are perceived by users. Anketolog, 2023. (In Russ.) Available at: https://iom.anketolog.ru/2023/08/04/virtual-nye-inflyuensery (accessed 23 May 2025).
25. Swanson D.J., Creed A.S. Sharpening the focus of force field analysis. Journal of change management, 2014, vol. 14, Iss. 1, pp. 28–47. DOI: https://doi.org/10.1080/14697017.2013.788052.
26. Social media and messenger audience. Levada-Center*. 2023. Available at: https://www.levada.ru/2023/04/18/ auditoriya-sotsialnyh-setej-i-messendzherov/?ysclid=lyzoh2qdu9678689568 (accessed 23 May 2025).
*This material (information) was produced and distributed by a foreign agent of the Levada Center or concerns the activities of a foreign agent of the Levada Center. 18+
