Is the Influencer I Follow Human or Robot? The Value of Computer-generated Imagery Influencers to Luxury Brands

Abstract

Influencer Marketing and Social Media Influencers (SMI) are becoming crucial to the success of brands, and companies can no longer ignore their significant role in shaping consumer attitudes towards brands. Influencer marketing has been traditionally studied and is not a new form of marketing, but with new-age technology, it is constantly evolving and taking a new shape. This article, by way of a case study, aims to study the use of Computer-generated Imagery (CGI) Influencers by luxury fashion brands and its implications for the future of luxury retail and marketing in general. Building upon parasocial relationship theory and narrative transportation theory, we suggest that CGI Influencers are a potentially perfect fit for promoting ‘luxury fashion brands’ as they create the necessary balance between relatable and unattainable that is ideal for the advertising of luxury fashion brands in this new age.