Abstract
This study explores the role of virtual influencers (VIs) in promoting sustainability, examining their emotional impact on audiences through the theory of emotional contagion. Analysing the effectiveness of VIs in sustainability marketing, the research highlights the potential of these digital personas in shaping consumer attitudes towards sustainability practices. It offers insights into leveraging VIs for sustainability campaigns, providing innovative strategies for digital marketing in the context of sustainable behaviour.
| Original language | English |
|---|---|
| Title of host publication | Acadamy of marketing conference 2024 paper proceedings |
| Publisher | Academy of Marketing |
| Pages | 139-140 |
| ISBN (Print) | 9781399990608 |
| Publication status | Published - 1 Jul 2024 |
| Event | AM2024: Fusing resilience and power for public value – igniting marketing’s social spirit - Cardiff Business School, Cardiff, United Kingdom Duration: 1 Jul 2024 → 4 Jul 2024 https://academyofmarketing.org/am2024-conference/ |
Conference
| Conference | AM2024 |
|---|---|
| Country/Territory | United Kingdom |
| City | Cardiff |
| Period | 1/07/24 → 4/07/24 |
| Internet address |