As influencer marketing becomes increasingly popular, marketers and influencers both need research-based insights to optimize the creative and the messaging in videos. For example, The Federal Trade Commission (FTC) requires that influencers acknowledge sponsorships, but when and how the brand appears is likely to affect consumer response. Read more »
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As brands increasingly experiment with virtual influencers, new research, published in the Journal of Advertising Research, offers one of the most comprehensive examinations of the virtual influencer landscape to date. Through a systematic review of 117 academic articles, the authors introduce a formal “virtual influencer ecosystem” framework that maps the relationships among creators, brands, consumers, AI technologies and social platforms. The study explores how authenticity, credibility, autonomy, emotional connection and consumer unease shape audience responses to virtual influencers—and what these dynamics mean for marketers navigating the future of AI-driven influence.
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Retail media networks and commerce media are redefining the data and measurement landscape, creating new opportunities—and complexity—for marketers and researchers alike. At Commerce & Shopper Intelligence 2026, brands, retailers, and researchers revealed how they’re adapting methodologies and frameworks to better understand increasingly fluid, data-rich shopping journeys.
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New research reveals that virtual influencers, despite their growing popularity and flexibility, are less effective than human influencers in driving engagement and brand outcomes. The reason lies in consumer psychology: people perceive virtual influencers as less deserving of success, which reduces feelings of envy—an emotion that typically drives social media engagement. However, this disadvantage can be mitigated when virtual influencers are paired with futuristic, technology-focused brands, where their artificial nature feels more congruent.
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Turns out there isn’t just one type of influencer. Some are content creators, while others focus more on self-presentation. Which type best represents your brand? This MSI working paper introduces a new behavioral framework that can help you decide. It’s for classifying influencers based on communication style and shows how content focus and self-focus shape engagement, reach and marketing effectiveness.
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Live sports remains one of the most powerful marketing platforms in today’s fragmented media environment—combining scale, attention, emotion and cultural relevance. This CMO Brief and Knowledge at Hand report explores how different sports deliver distinct value for brands and why the most effective strategies go beyond media buys to create connected, cross-platform fan experiences that drive engagement and business results.
Member Only AccessAs influencer marketing becomes increasingly popular, marketers and influencers both need research-based insights to optimize the creative and the messaging in videos. For example, The Federal Trade Commission (FTC) requires that influencers acknowledge sponsorships, but when and how the brand appears is likely to affect consumer response. Read more »
Member Only AccessAs influencer marketing becomes increasingly popular, marketers and influencers both need research-based insights to optimize the creative and the messaging in videos. For example, The Federal Trade Commission (FTC) requires that influencers acknowledge sponsorships, but when and how the brand appears is likely to affect consumer response. Read more »
Member Only Access