Employing Virtual Influencer in Promotional Activities: Potentials and Challenges for Southeast Asia

Abstract

In the era of artificial intelligence and virtual reality, a new form of advertising is on the rise: advertising using virtual personalities, or virtual influencers. By first exploring the origin and the growth of virtual influencers, the paper maps out the current tendencies and effectiveness of employing virtual influencers in promotional activities around the world. From then, the paper draws attention to Southeast Asia, where the industry is still blossoming. It then analyses two case studies from Indonesia and Thailand respectively, with notable virtual influencers’ activities. Specifically, it examines the environment in which virtual influencers can thrive, as well as a promotional campaign using a virtual influencer to promote national image and tourism. From there, the paper draws a conclusion on the potentials and the challenges that other countries in the Southeast Asian region, particularly bursting economies such as Vietnam, Malaysia and the Philippines, have to face when this phenomenon become more prevailing in the future.