AI-driven virtual travel influencers and ethical consumerism: analysing engagement with Sena Zaro’s Instagram content

What is it about?

This study examines the Instagram activity of Sena Zaro, an AI-driven virtual travel influencer created by Cenizaro Hotels. It highlights the importance of authenticity and emotional engagement in virtual influencer marketing. The findings show that Sena’s engaging content and promotion of cultural heritage resonate well with young consumers, offering valuable insights for future digital marketing strategies in tourism.

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