Computer-Generated Imagery Influencer Marketing—Which Ends of the Continuum Will Prevail? Humans or Avatars?

Although influencer marketing and marketer-generated brand anthropomorphism have been extensively studied, consumer-generated imagery influencers (CGIIs) have barely scratched the surface even though it is a rising phenomenon. This is the first study to explore the concept of CGIIs through social media platforms using netnography approach. Results indicate consumers' (1) positive attitude, (2) negative attitude, and (3) prediction to what CGII will represent in future. Common factor is that it is a distraction from reality, and if controlled and used right, it would have a massive reach, creativity, and engagement compared to ‘classic influencers’. Having an emotional connection is not necessary towards humans; it could be powerful and real with CGIIs too as they show care and create relationships. The utopian scenario would be bridging the gap between physical and virtual experiences. The major worry is the ethics and moral values, in which strict regulations need to be applied. This study provides a basis of what is yet to come in the metaverse era.