Sexualization of virtual female influencers as a digital marketing resource. A look at Virtual Humans among generation Z

Abstract

Introduction: Virtual influencers have gained popularity as marketing and promotion agents 2.0. Female figures such as those present on the Virtual Humas platform represent an evolution in the way content is consumed, subject to sexualization processes that influence the perception of the digital public. Methodology: The article aims to observe how the sexualization of female virtual influencers is constructed and used and examines the cultural implications of this practice through a case study, a content analysis and a Likert questionnaire answered by 132 respondents of generation Z. Results: It seems to show that virtual influencers tend to be represented in ways that reinforce gender stereotypes. In particular, those of young girls, who are in the majority, have been presented as objects of desire, highlighting their youth, beauty and explicit sexuality in advertisements and social networks. Discussion: The analysis of the highlights problematic by projecting unattainable ideals of beauty that influence young people, especially because these characters do not age or have imperfections. The lack of real consequences for these digital entities allows an extreme exploitation of their image, totally controlled by the brands. Conclusions: The sexualization of virtual influencers appears to be effective in attracting audiences and increasing sales, but it poses dilemmas. The promotion of unattainable beauty standards and the objectification of digital figures can negatively affect consumers, especially young people. It would be advisable for brands to adopt a responsible and regulated approach.