Přehled o publikaci

From the viewpoint of changing trends in the field of influencer marketing, traditional influencers are facing strong competition. The development of new technologies allows marketers to come up with new and original cam-paigns. Due to the fact that the virtual influencer is a relatively new concept, its popularity is constantly growing, which makes the given phenomenon move among marketing trends all over the world. Many brands like virtual influencers, which are why they appear in globally known campaigns, such as Prada or Porsche. The main goal of the paper is to determine the percep-tion of virtual influencers by Slovak consumers. The secondary data sources were scientific research, annual reports of companies, statistical databases and professional publications. A questionnaire survey was conducted to find out the perception and attitudes towards virtual influencers from the perspec-tive of Slovak consumers. General scientific methods were used for data processing, and mathematical and statistical methods in evaluating data from the survey. To achieve the paper's main goal, research hypotheses were for-mulated and subsequently verified based on the theoretical background and survey results. Based on the findings of the research, it is obvious that most of the respondents, primarily Generation Z, know term virtual influencer and recognize the activities carried out by him. Respondents' approach to virtual influencers was mostly positive. Finally, managerial implications of imple-mentation of virtual influencer in marketing communication are indicated based on the analysis and questionnaire survey results.