Virtual Influencer—A New Phenomenon in the Marketing Communication or Illusion?

From the viewpoint of changing trends in the field of influencer marketing, traditional influencers are facing strong competition. The development of new technologies allows marketers to come up with new and original campaigns. Due to the fact that the virtual influencer is a relatively new concept, its popularity is constantly growing, which makes the given phenomenon move among marketing trends all over the world. Many brands like virtual influencers, which are why they appear in globally known campaigns, such as Prada or Porsche. The main goal of this chapter is to determine the perception of virtual influencers by Slovak consumers. The secondary data sources were scientific research, annual reports of companies, statistical databases, and professional publications. A questionnaire survey was conducted to find out the perception and attitudes toward virtual influencers from the perspective of Slovak consumers. General scientific methods were used for data processing, and mathematical and statistical methods in evaluating data from the survey. To achieve the chapter’s main goal, research hypotheses were formulated and subsequently verified based on the theoretical background and survey results. Based on the findings of the research, it is obvious that most of the respondents, primarily Generation Z, know the term virtual influencer and recognize the activities carried out by them. Respondents’ approach to virtual influencers was mostly positive. Finally, managerial implications of implementation of virtual influencer in marketing communication are indicated based on the analysis and questionnaire survey results.