A review of virtual influencer strategies on digital branding: A case study of a lifestyle brand in Kano, Nigeria
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Background of the study
Virtual influencers have recently transformed digital branding by providing innovative and interactive ways to engage audiences. Lifestyle brands in Kano, Nigeria, are increasingly employing computer-generated personas to endorse products and create immersive brand narratives. These virtual influencers offer brands a flexible, controllable, and cost-effective alternative to traditional celebrity endorsements, enabling precise messaging and seamless alignment with brand identity (Ibrahim, 2023). Virtual influencer strategies facilitate consistent brand representation while mitigating risks associated with human error and scandals. As technology advances, the integration of artificial intelligence and sophisticated animation techniques allows for highly personalized and engaging consumer interactions. However, challenges such as authenticity, audience perception, and regulatory oversight persist, potentially undermining the credibility of these digital personas (Umar, 2024). This study reviews the deployment of virtual influencer strategies in digital branding by examining a lifestyle brand in Kano. It aims to assess the effectiveness of these strategies in driving brand awareness, consumer engagement, and digital loyalty, while also considering the implications for future branding trends (Balogun, 2025).
Statement of the problem
While virtual influencers present promising opportunities for digital branding, lifestyle brands in Kano face several challenges in leveraging these strategies effectively. Issues of authenticity, consumer skepticism, and the potential disconnect between virtual personas and brand values often limit their impact (Ibrahim, 2023). Additionally, the rapid evolution of digital media demands constant innovation, which can strain resources and dilute brand messaging. This study investigates the gap between the potential benefits of virtual influencer strategies and their practical application in enhancing digital branding. The research aims to identify key obstacles and propose solutions to maximize the effectiveness of virtual influencers in promoting a cohesive and engaging brand image (Umar, 2024).
Objectives of the Study
To review the role of virtual influencer strategies in digital branding.
To identify challenges in implementing virtual influencer campaigns.
To recommend strategies for optimizing virtual influencer effectiveness in enhancing digital brand identity.
Research Questions
How do virtual influencer strategies impact digital branding for lifestyle brands?
What challenges do brands face when implementing virtual influencer campaigns?
How can virtual influencer strategies be refined to improve brand engagement?
Significance of the study
This study is significant as it elucidates the role of virtual influencers in shaping digital branding strategies. Its findings provide valuable insights for marketers seeking to innovate in the digital space while addressing authenticity concerns and ensuring consistent brand representation (Balogun, 2025).
Scope and Limitations of the Study
This study is limited to reviewing virtual influencer strategies on digital branding within a lifestyle brand in Kano, Nigeria.
Definitions of Terms
Virtual Influencer: A computer-generated persona used to promote brands on digital platforms.
Digital Branding: The process of building a brand’s identity and reputation through online channels.
Lifestyle Brand: A brand that markets products and services that embody a particular lifestyle or value system.
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