Abstract
The case study examines Archipelago Eco Resorts, a leader in luxury ecohospitality, known for weaving sustainability into every aspect of its operations and guest interactions. As Archipelago explores the novel concept of employing virtual influencers in its marketing campaigns, it faces a multifaceted challenge that balances technological innovation, authenticity, and ethical considerations. The resort’s initiative to use virtual influencers aims to amplify its branding and draw attention to its social sustainability efforts. However, this approach raises critical questions about the authenticity of digital personalities promoting realworld values and the ethical implications of using virtual influencers in place of human influencers. This scenario presents an opportunity to critically assess how emerging digital technologies can be harmonized with the core values of transparency, ethical responsibility, and alignment with social sustainability that are central to the brand’s identity.
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