Paula Chimenti
Papers
1
Total Citations
160
H-Index
1
About
Paula Chimenti is a leading researcher at the intersection of marketing, technology, and consumer behavior, with a primary focus on virtual influencers and the evolving dynamics of digital human interaction. Her most-cited work, “Humanized Robots: A Proposition of Categories to Understand Virtual Influencers” (2021, 160 citations), provides a groundbreaking taxonomy for analyzing these AI-driven personas, addressing a critical gap as global influencer marketing investments approach $101 billion. Chimenti’s research explores how brands can mitigate risks—such as scandals or unpredictability—associated with human influencers by turning to virtual robots, offering a strategic framework for understanding their appeal, authenticity, and market impact. Her contributions have shaped academic discourse on digital labor, brand safety, and the blurring lines between human and machine in online spaces. Beyond this flagship paper, her work consistently examines how technology reshapes consumer trust and corporate communication. With a growing citation footprint, Chimenti is recognized as a thought leader in digital marketing innovation, frequently consulted for her insights on the future of influencer economies and the ethical implications of humanized AI in commercial contexts.
Research Focus
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Top Papers
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