A Closer Look at the Ultimate Influencer

Dr. Karen Hopkins, visiting assistant professor of marketing in Auburn University’s Harbert College of Business, offers her insights on virtual influencers — or computer-generated personalities — in social media advertising.

The many faces of General Mills’ Betty Crocker — an early incarnation of the virtual influencer. How common are virtual influencers? We have this amazing technology that allows us to completely invent and imitate someone, or create this new creature, but the idea is not new. Betty Crocker was a composition…

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