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

Luis  Rodrigo-Martín; Isabel Rodrigo-Martín; Daniel Muñoz-Sastre

doi:10.4185/RLCS-2021-1521

Authors

Luis Rodrigo-Martín Universidad de Valladolid https://orcid.org/0000-0003-0580-9856
Isabel Rodrigo-Martín Universidad de Valladolid https://orcid.org/0000-0001-8349-5093
Daniel Muñoz-Sastre Universidad de Valladolid https://orcid.org/0000-0002-1136-5289

DOI:

https://doi.org/10.4185/RLCS-2021-1521

Keywords:

Influencers, brand, communication, product prescription, social media, advertising, Instagram

Abstract

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 21^st 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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Author Biographies

Luis Rodrigo-Martín, Universidad de Valladolid

Degree in Law (2002) and Advertising and Public Relations (2003) from the Complutense University of Madrid. Doctor in Audiovisual Communication and Advertising from the University of Valladolid with Extraordinary Doctorate Award (2010). He teaches as an Associate Professor at the Faculty of Social, Legal, and Communication Sciences of the University of Valladolid since 2003 in the degree in Advertising and Public Relations in different subjects related to the advertising creative process. He has obtained the Caja España and Caja Segovia research awards. He is the author of several books and thirty articles in scientific journals. He is the Coordinator of the Research Group Icono 14 Trends in Advertising and Consumption.

Isabel Rodrigo-Martín, Universidad de Valladolid

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.

Daniel Muñoz-Sastre, Universidad de Valladolid

Degree in Advertising and Public Relations from the Complutense University of Madrid (2000). Doctor in Audiovisual Communication and Advertising from the University of Valladolid (2015). Professor at the University of Valladolid where he teaches the subjects of Culture and Corporate Identity and Brand Management. His research is focused on the challenges of digital transformation in the corporate sphere and the implementation of 5G. He is co-coordinator of a teaching innovation project based on service learning between primary and university students. He has participated in knowledge transfer activities carried out with various companies and institutions. Furthermore, he has been editor-in-chief of Cadena SER and Cadena COPE.