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Leveraging Virtual Influencers for Cultural Representation and Consumer Engagement: A Strategic Business Perspective in Multicultural Markets

In: Proceedings of the 3rd International Conference on Business, Finance, Management and Economic (BizFAME 2024)

Author

Listed:
  • Normaziana Hassan

    (Universiti Teknologi MARA (Kedah branch), Faculty of Art & Design)

  • Basitah Taif

    (Universiti Teknologi MARA Shah Alam, Faculty of Art & Design)

  • Rosita Mohd Tajuddin

    (Universiti Teknologi MARA Shah Alam, Faculty of Art & Design)

Abstract

In multicultural markets like Malaysia, this conceptual paper examines the strategic role of AI-powered virtual influencers as instruments for consumer engagement and cultural representation. The study investigates how companies can use virtual influencers to mediate cultural narratives, affect consumer behaviour, and cultivate brand loyalty among Malaysian Generation Alpha (Gen Alpha), which is comprised of individuals aged 6 to 13, by combining Cultural Representation Theory and Social Identity Theory. The study emphasises how virtual influencers have the ability to either reinforce cultural stereotypes or empower inclusive storytelling. Strategic suggestions are made for legislators to ethically regulate AI-driven content, educators to encourage critical media literacy, and marketers to create culturally sensitive advertising campaigns. In an increasingly globalised marketplace, companies can use virtual influencers to celebrate cultural diversity, fortify customer relationships, and achieve sustainable growth by striking a balance between innovation and heritage preservation.

Suggested Citation

  • Normaziana Hassan & Basitah Taif & Rosita Mohd Tajuddin, 2025. "Leveraging Virtual Influencers for Cultural Representation and Consumer Engagement: A Strategic Business Perspective in Multicultural Markets," Advances in Economics, Business and Management Research, in: Mohd Rizaimy Shaharudin & Azyyati Anuar & Preecha Wararatchai & Natpatsaya Setthachotsombut & Wissaw (ed.), Proceedings of the 3rd International Conference on Business, Finance, Management and Economic (BizFAME 2024), pages 399-406, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-827-1_26
    DOI: 10.2991/978-94-6463-827-1_26
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