This opinion article discusses the ethical concerns surrounding the use of virtual influencers in influencer marketing. Virtual influencers are gaining popularity due to the control they offer brands and the potential to mitigate risks associated with human influencers. However, the lack of transparency and debates around marketing ethics have raised concerns about the benefits for consumers and the public interest. The article emphasizes the need for standardized ethical guidelines and addresses ontological questions about the existence and agency of virtual influencers. It also explores the rise of virtual influencers, their appeal to younger demographics, and the different classifications they can be grouped into. Ethical issues such as moral responsibility and transparency are highlighted, and the potential impact on consumer attitudes and body image is discussed. The article concludes by calling for further research and guidelines to navigate the ethical implications of virtual influencers in influencer marketing.
According to the article, virtual influencers can be grouped into three distinct classifications:
1. Human-like virtual influencers (HVIs): These virtual influencers have visual characteristics that closely resemble humans. Their body types, skin textures, and features are designed to mimic real humans. HVIs can be so realistic that they may be mistaken for actual humans.
1. Anime-like virtual influencers (AVIs): AVIs are virtual influencers created with animated or cartoon-like appearances. They often have exaggerated or stylized features and are designed to resemble characters from anime or manga.
1. Non-human virtual influencers (NVIs): NVIs are virtual influencers that are unequivocally non-human. They can take the form of animals, objects, or fantastical beings. NVIs may incorporate anthropomorphic elements or have entirely non-human traits.
=> https://www.frontiersin.org/articles/10.3389/fcomm.2023.1205610/full