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Magazine article (E&M - 2020/4) Cillo Paola, Prandelli Emanuela

An Influencer for Every Marketing Campaign

The phenomenon of virtual influencers, which has been spreading in the United States for some time, is generating growing interest in Italy as well. Virtual influencers guarantee greater protection for brand image, reducing the risk of scandals or committing mistakes in communication. They can easily control the entire process of spreading the desired message, planning content, and the methods and ...