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

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

Authors
Normaziana Hassan1, *, Basitah Taif2, Rosita Mohd Tajuddin2
1Faculty of Art & Design, Universiti Teknologi MARA (Kedah branch), Bedong, Malaysia
2Faculty of Art & Design, Universiti Teknologi MARA Shah Alam, Shah Alam, Malaysia
*Corresponding author. Email: normazianahassan@uitm.edu.my
Corresponding Author
Normaziana Hassan
Available Online 22 August 2025.
DOI
10.2991/978-94-6463-827-1_26How to use a DOI?
Keywords
Virtual Influencers; Cultural Representation; Consumer Engagement and Business perspective
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.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 3rd International Conference on Business, Finance, Management and Economic (BizFAME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
22 August 2025
ISBN
978-94-6463-827-1
ISSN
2352-5428
DOI
10.2991/978-94-6463-827-1_26How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Normaziana Hassan
AU  - Basitah Taif
AU  - Rosita Mohd Tajuddin
PY  - 2025
DA  - 2025/08/22
TI  - Leveraging Virtual Influencers for Cultural Representation and Consumer Engagement: A Strategic Business Perspective in Multicultural Markets
BT  - Proceedings of the 3rd International Conference on Business, Finance, Management and Economic (BizFAME 2024)
PB  - Atlantis Press
SP  - 399
EP  - 406
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-827-1_26
DO  - 10.2991/978-94-6463-827-1_26
ID  - Hassan2025
ER  -