Managing the Dual Effect of Virtual Influencers: Examining Benefits to Brands and Drawbacks for Consumers

Today's marketing scenario is evolving, and brands use virtual influencers to promote their products and services. The following research paper talks about the dual role of virtual influencers. This study investigates the benefits the virtual influencers offer the brand and potential consumer drawbacks. In this paper, we have taken "Kyra", a domestic influencer, and "lil Mcquela", an international influencer. We have compared both influencers and found out the positive impact they create for the brands and the negative impact they create towards the consumers.