The New Frontier of Advertising: Computer-Generated Images as Influencers

The use of computer-generated images as influencers of consumer opinions and behavior is an emerging advertising strategy. This research investigates the advantages and disadvantages of using computer-generated images (CGI) as influencers of human behavior from the perspective of promoting a brand. The power of electronic word of mouth (social media) and how it is incorporated in computer-generated images used as influencers is discussed as a major factor in consumer decision making. The social media account content of computer-generated images was analyzed by conducting a frame analysis to discern how computer-generated images are portrayed on social media. A frame analysis of 577 social media posts was used to develop a framework for future social media strategies for computer-generated images. CGIs be portrayed as transparent, engaging, and as a socialite. Best practices for using computer-generated images were identified by conducting an interview with a representative of a brand that has collaborated with an influential computer-generated image. Innovation, listening to the consumer voice, and creative control should be prioritized in this growing field of CGIs and CGI partnerships