Virtual influencers for municipalities: A content analysis of risks and opportunities in public digital transformation

The rapid advancement of digital technology has enabled the emergence of virtual influencers (VIs), who are being considered for their potential impact across various sectors, including the public sector and place branding. This study examines the integration of VIs into municipal branding, offering a novel perspective on the role of digital transformation in public-sector communication strategies. A content analysis of 262 cases sourced from various digital media was conducted to explore the potential and limitations of VIs in enhancing city images and engaging citizens. The findings highlight two main advantages of adopting VIs, which align with modern communication demands: their flexibility and innovative capabilities. However, significant challenges such as high production costs and concerns over authenticity and genuine engagement pose critical risks. This study further delves into the classification of VIs as “hyperreal capital,” expanding traditional categorizations of municipal assets to include digital and virtual elements. These insights are critical in redefining strategic public management and place branding, suggesting practical applications for digital personas in urban branding initiatives. This analysis serves as a foundational exploration, encouraging further investigation into the tangible and intangible impacts of VIs on municipal branding. We propose a new theoretical framework for understanding the role of digital innovation in public communication, providing a basis for future studies.