Humano ou virtual? Como escolher o influenciador certo
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Objetivo: propor um framework para apoiar gestores para avaliarem o uso de influenciadores virtuais e humanos em campanhas de marketing.
Estado da arte: a inteligência artificial trouxe novos paradigmas para o marketing de influência, com influenciadores virtuais emergindo como alternativa aos humanos. Contudo, o debate sobre a substituição permanece complexo: embora inicialmente percebidos como menos críveis, pesquisas recentes apontam vantagens dos influenciadores virtuais em determinados contextos.
Escopo: foi realizada uma revisão sistemática da literatura, que analisou 69 estudos científicos para sintetizar o conhecimento existente.
Originalidade: o artigo aprofunda a compreensão das nuances na aplicação de influenciadores virtuais e humanos e apresenta um framework que integra sistematicamente os achados da literatura em um modelo prático para aplicação nas organizações.
Impactos: o framework oferece aos gestores uma ferramenta de apoio para a decisão em campanhas de marketing de influência, o que permite a seleção estratégica entre influenciadores virtuais e humanos.
ODS: 8 – Trabalho decente e crescimento econômico; 9 – Indústria, inovação e infraestrutura.
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Referências
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