Zusammenfassung
Innovative Technologien, wie Künstliche Intelligenz oder „digital humans“, finden rasant Einzug in die Markenkommunikation. Immer mehr Unternehmen setzen auf den Einsatz virtueller Assistenten als Verkaufshelfer im Online-Handel oder zur Unterstützung bei der Beantwortung von Kundenfragen. Das neueste Phänomen in diesem Zusammenhang sind sogenannte virtuelle Models, die gerade als mittels Software erstellte und, mit fiktiven Persönlichkeiten ausgestattete Figuren die Werbewelt erobern. Virtuelle Models können perfekt an die Bedürfnisse einer Marke angepasst und flexibel für Marketingaktivitäten eingesetzt werden. Dabei birgt der Einsatz jedoch auch Risiken, beispielsweise, wenn es um die Authentizität oder die Glaubwürdigkeit der Werbebotschaften virtueller Models geht. Wie virtuelle Models gestaltet sein sollten, um positive Reaktionen auszulösen, ist noch kaum untersucht. Im folgenden Artikel soll zunächst ein Überblick über den Einfluss innovativer Technologien gegeben werden. Danach folgt die Aufbereitung der Literatur zu Konsumentenreaktionen auf verschiedene virtuelle Charaktere und anschließend die Vorstellung einer empirischen Studie des Instituts für Konsum- und Verhaltensforschung in Saarbrücken zur optimalen kontextspezifischen Darstellung virtueller Models.
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Notes
- 1.
Wir danken Frau Julia Busch für die Erhebung der Daten im Rahmen einer Masterarbeit. Die Daten wurden von uns für diesen Artikel in anderer Form ausgewertet.
- 2.
Das Gesicht des Models wurde aus rechtlichen Gründen unkenntlich gemacht.
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Gröppel-Klein, A., Franke, C. (2023). Die Verwischung der Grenzen zwischen Fiktion und Realität: Der Einsatz virtueller Models in der Markenkommunikation. In: Kleinaltenkamp, M., Gabriel, L., Morgen, J., Nguyen, M. (eds) Marketing und Innovation in disruptiven Zeiten. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-38572-9_11
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