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Article Dans Une Revue Journal of Business Research Année : 2024

Virtual influencers and data privacy: Introducing the multi-privacy paradox

Giampaolo Viglia
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Résumé

Virtual influencers have a growing presence in social media, reshaping the traditional interactions between influencers and followers. Through an interdisciplinary orientation, we assess the implications of this phenomenon for data privacy. Specifically, we argue that, given that the virtual influencer is not a human being, an unbalanced privacy risk arises from 2 possible data vulnerability, cybercrime, and the creation of fake profiles. We explore these risks through a qualitative exploratory study with 28 followers of virtual influencers. Our work culminates with a conceptual framework that highlights what we define as a multiprivacy paradox. We offer actionable ways for organizations to manage privacy and protect consumers dealing with virtual influencers in the metaverse.
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Dates et versions

hal-04476125 , version 1 (24-02-2024)

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Gajendra Liyanaarachchi, Matthieu Mifsud, Giampaolo Viglia. Virtual influencers and data privacy: Introducing the multi-privacy paradox. Journal of Business Research, 2024, 176, pp.114584. ⟨10.1016/j.jbusres.2024.114584⟩. ⟨hal-04476125⟩

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