Los Influencers Virtuales como herramienta publicitaria en la promoción de marcas y productos. Estudio de la actividad comercial de Lil Miquela

  1. Rodrigo-Martín, Luis
  2. Rodrigo-Martín, Isabel 1
  3. Muñoz-Sastre, Daniel 1
  1. 1 Universidad de Valladolid
    info

    Universidad de Valladolid

    Valladolid, España

    ROR https://ror.org/01fvbaw18

Revista:
Revista Latina de Comunicación Social

ISSN: 1138-5820

Ano de publicación: 2021

Número: 79

Tipo: Artigo

DOI: 10.4185/RLCS-2021-1521 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Outras publicacións en: Revista Latina de Comunicación Social

Resumo

Introduction: In the last years there has been a progressive and intense migration of audiences between traditional media and new digital formats, especially social networks. This trend is becoming more acute, especially among the younger sections of the population who are therefore more attractive to the population who are therefore more attractive to advertisers as consumers. This change in the media landscape requires the implementation of new communication and advertising strategies by advertisers. The rise of the so-called influencers has been a real novelty when it comes to publicizing and increasing the desire to consume brands and products from different sectors. Methodology: To carry out our study, we used a multi-method methodology that mainly consist of the use of qualitative and quantitative scientific research to analyse these communication strategies and their commercial possibilities in the current digital context. Results: The aim of this research is to analyze the role of so-called virtual influencers, avatars created by artificial intelligence and augmented reality techniques that allow the traditional influencer´s communication and advertising possibilities to be combined with the absolute control of his activity and “life” on the networks. Discussion: Influencers have become the opinion leaders of the 21st century and commercial brands are betting on them to deliver their messages. Conclusions: Virtual influencers are a necessary element to understand the evolution of advertising communication in the current digital context

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Graduated in Advertising and Public Relations from the University of Valladolid in 2006. Doctor in Audiovisual Communication and Advertising (Extraordinary Award). She completed a master's degree in Communication for Social Purposes: Strategies and Campaigns, from the University of Valladolid. She is currently an Associate Professor at the University of Valladolid. She obtained the Caja España 2007 Research Award. Research Grant from the Segovia Provincial Council in 2016. She is the Coordinator of the Teaching Innovation Project: “Social Advertising and Service Learning. A shared experience between university students and those in primary education for the acquisition of a personal, social, and environmental awareness for social progress” since the 2017/2018 call. She belongs to the Chair of Digital Communication in Childhood and Adolescence and the SocMedia Research Group, UCM. isabel.rodrigo@uva.es

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