Branded Virtual Ambassadors as The Digitalized New Face of Brand Ambassadorship: The Case of Virtual Alin and Gaye

Öz

With the advancement of digital technologies, brands are shifting from human-based brand ambassadorship strategies toward virtual ambassadorship in order to strengthen engagement with their target audiences. However, academic literature on this emerging form of representation remains considerably limited. This study examines the identities, representational practices, and modes of interaction of brand-created virtual ambassadors, addressing their roles, advantages, risks, and the ways they influence consumer perception within brand communication. The topic is evaluated through a qualitative framework using a descriptive, literature-based analysis and a case study focusing on Alin, the virtual ambassador of Ford Türkiye, and Gaye, the virtual ambassador of the Süzer Foundation.The analysis demonstrates that both virtual ambassadors exhibit strong alignment with their respective brands’ values, missions, and target audiences, representing brand identity in a holistic, consistent, and innovative manner. The findings reveal that virtual ambassadors offer advantages such as customizability, sustainability, and full controllability, yet simultaneously pose limitations in terms of ethical transparency, perceived authenticity, and their capacity to foster emotional connection.

Anahtar Kelimeler

• Branded Virtual Ambassadors
• brand ambassador
• virtual humanoids
• influencer marketing
• brand communication

Marka Elçiliğinin Dijitalleşen Yeni Yüzü Olarak Markalı Sanal Elçiler: Virtual Alin ve Gaye Örneği

Öz

Dijital teknolojilerin ilerlemesiyle markalar, hedef kitleleriyle etkileşimi güçlendirmek için insan odaklı marka elçiliği stratejilerinden sanal elçiliğe geçiş yapmaktadır. Ancak bu yeni temsil biçimine dair akademik literatür oldukça sınırlıdır. Bu çalışma, markalarca özel tasarlanan marka temelli sanal elçilerin kimlik, temsil ve etkileşim biçimlerini incelemekte; bu karakterlerin marka iletişimindeki rollerini, avantajlarını, risklerini ve tüketici algısına etkilerini ele almaktadır. Konu, literatüre dayalı betimsel analiz yaklaşımıyla ve Türkiye’deki Ford Türkiye’nin elçisi Alin ile Süzer Vakfı’nın elçisi Gaye’ye yönelik vaka analizi üzerinden nitel bir çerçevede değerlendirilmiştir. Analiz sonuçları, her iki sanal elçinin de markanın değerleri, misyonu ve hedef kitlesiyle yüksek uyum sergilediğini; marka kimliğini bütüncül, tutarlı ve yenilikçi biçimde temsil ettiğini ortaya koymuştur. Bulgular, sanal elçilerin kişiselleştirilebilirlik, sürdürülebilirlik ve tam kontrol edilebilirlik gibi üstünlükler sunduğunu; buna karşın etik şeffaflık, özgünlük algısı ve duygusal bağ kurma kapasitesinde sınırlılıklar içerdiğini göstermektedir..

Anahtar Kelimeler

• markalı sanal elçiler
• marka elçileri
• sanal insansılar
• etkileyici pazarlaması
• marka iletişimi

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