In recent years, a new type of influencer has emerged in the field of social media marketing: virtual influencers. Though it is spreading fast, the trend is still new and, therefore, limited research has been conducted on the topic. This study aims to investigate the impact of virtual...

This book re-evaluates the diffusion and positioning of fashion and luxury brands following the impact and disruption of digital transformations, particularly on existing omni-channel models and touchpoints and consumer behaviours. By exploring the importance of digital transformation and...