Komár Zita – Markos-Kujbus Éva (2023): Idolok, perszónák vagy robotok? Meggyőzési stratégiák vizsgálata a virtuális influencerek körében
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Komár Zita – Markos-Kujbus Éva (2023): Idolok, perszónák vagy robotok? Meggyőzési stratégiák vizsgálata a virtuális influencerek körében. In: Révész Balázs – Gyulai Zsófia (eds.): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 DOI:10.62561/EMOK-2023 pp. 186–186.
Authors
- Zita, Komár. Budapesti Corvinus Egyetem.
- Éva, Markos-Kujbus. Budapesti Corvinus Egyetem.
Abstract
Idols, personas or robots? Persuasive strategies of virtual influencers
The primary goal of our presentation is to investigate the persuasive strategies used by virtual influencers and also to ditinguish these from the persuasive techniques of real-life influencers and opinion leaders in order to have a deeper insight of how rhetorical, communication and marketing tools shape parasocial relations. The systematic literature review addresses topics such as network buliding as a tool of influencing strategy; the differentiation of credible (described as persuasive) and non-credible (defined as manipulative) rhetorical methods and its effects on the consumer decision-making process; notwithstanding the newer challenges of artificial intelligence in a marketing era inhabited by digital personas. The presentation aims to introduce an interdisciplinary framing for the analysis of digital influencers’ marketing communication practices targeted to describe the communicational and rhetorical relevance of their community-building strategies. Next to the recognition of digital influencers persuasive practices and its effects on consumer decision making, our goal is to map and explore the most recent challenges and possibilities of 21st century influencer marketing by presenting our systematic framework for the first time in the hungarian academic literature.
virtual influencer rhetroic persuasion
Language
hungarian
Details of publishing collection
Révész Balázs – Gyulai Zsófia (eds.) (2023): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 DOI:10.62561/EMOK-2023