Fernanda Muniz
Papers
1
Total Citations
85
H-Index
1
About
Fernanda Muniz is a rising scholar at the forefront of digital marketing and consumer behavior, with a sharp focus on the intersection of artificial intelligence, social media, and brand trust. Her most-cited work, “Are they humans or are they robots? The effect of virtual influencer disclosure on brand trust” (2023, 85 citations), is a landmark study that investigates how consumers react when they learn that a social media influencer is actually a computer-generated entity. Muniz’s research reveals a critical paradox: while virtual influencers offer brands unprecedented control and novelty, disclosing their non-human nature can significantly erode consumer trust. This contribution has become essential reading for marketers navigating the rise of AI-generated personas, providing empirical evidence that transparency is a double-edged sword. By dissecting the psychological mechanisms behind consumer skepticism, Muniz has established herself as a leading voice on how authenticity and deception play out in the digital age. Her work not only advances academic theory but also offers practical guidance for brands striving to maintain credibility in an increasingly synthetic online landscape.
Research Focus
Key Achievements
Top Papers
- 1