Final Year Project

Project Title

Marketing Beyond Mortality

Description

My thesis focuses on the research question: “How do businesses and influencers use the digital afterlife as a marketing strategy to promote brand and consumer engagement?” It explores how deceased individuals—constituting the digital afterlife—are utilized for marketing through generative AI, posthumous recreations, and other AI technologies by businesses, social media creators, and influencers. The study draws on case studies and analyzes audience perceptions, along with ethical implications. Given limited existing research globally and in Pakistan, this thesis contributes to academic discourse by addressing this gap and offering insights into the intersection of technology, marketing, and ethics. It also considers regulatory challenges and future implications for digital identity, memory, and commercialization in evolving online environments and cultural contexts.