Virtual influence and the uncanny valley: Authenticity challenges in the organic cosmetics company CAHE’s digital communication
In September 2025, Cathy Boulanger, co-founder of an organic cosmetics company, considers using an influencer to enrich her customers’ consumer journey. Between real and virtual influencers, what are the advantages and risks and ultimately what choice should she make? The case study deals with influencer marketing and the choice between real and virtual influencers.
Authors
- Catherine Lejealle (ORCID: https://orcid.org/0000-0002-7361-4674)
Institutions
- International Science Council (FR)
Publication Details
- Journal
- Journal of Information Technology Teaching Cases
- Published
- 2025-12-18
- DOI
- https://doi.org/10.1177/20438869251407242
- Primary Topic
- Digital Communication and Language
- Type
- article
- Field-Weighted Citation Impact
- 0.00