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September 2025
[Marketing] Serim Hwang - Should Your Brand Hire a Virtual Influencer?
by HWANG SERIM
SKK GSB Professor Hwang Se-rim's paper, which reveals the effectiveness of AI influencers, has been published in the May-June issue of Harvard Business Review (HBR), a prestigious business journal. Professor Hwang, along with Assistant Professor Shunyuan Zhang of Harvard University, Associate Professor Xiao Liu of New York University, and Professor Kannan Srinivasan of Carnegie Mellon University, analyzed over a million pieces of content over six years.
Abstract
Followers respond more favorably to sponsored posts by virtual influencers versus those by humans, costs are lower, and creating an influencer from scratch allows marketers to introduce more diversity.
Abstract
Followers respond more favorably to sponsored posts by virtual influencers versus those by humans, costs are lower, and creating an influencer from scratch allows marketers to introduce more diversity.
Keywords
virtual influencers, influencer, aI, aI influencer, marketing, brand
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