“You are a virtual influencer!”: Understanding the impact of origin disclosure and emotional narratives on parasocial relationships and virtual influencer credibility

Lim, Rachel Esther; Lee, So Young

doi:10.1016/j.chb.2023.107897

Cited by 29 publications

(5 citation statements)

References 100 publications

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“…First, the results showed that virtual influencers are less effective endorsers than human influencers due to a lower perception of authenticity. Although virtual influencers closely resemble humans, their digital nature can undermine the social influence they exert on and the relationships they form with consumers (Lou et al, 2022;Lim and Lee, 2023). This finding resonates with prior research suggesting that consumers question the authenticity of virtual influencers as genuine human entities, let alone as authentic influencers (Yang et al, 2023;Zhou et al, 2024).…”

Section: Discussionsupporting

confidence: 67%

“…For example, Lil Miquela, the most famous virtual influencer with more than three million followers, has shared on Instagram about her devastation when breaking up with her virtual boyfriend, her happiness when hanging out with her besties and her confusion searching for her identity. Through such narratives, audiences can empathize and develop strong emotional connections and parasocial relationships with these virtual entities (Lim and Lee, 2023;Xie-Carson et al, 2023).…”

Section: Introductionmentioning

confidence: 99%

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Virtually authentic: examining the match-up hypothesis between human vs virtual influencers and product types

Liu,

Lee

2024

JPBM

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Purpose This study aims to investigate the rising trend of virtual influencers – digitally created characters with human-like attributes. It aims to evaluate and compare their effectiveness with human influencers in terms of brand attitudes and purchase intentions. It uncovers the mechanisms underlying the differences in effectiveness observed between virtual influencers and their human counterparts. Design/methodology/approach The research uses a 2 (influencer type: human vs virtual) × 3 (product type: functional vs symbolic vs experiential) between-subjects design. Through a pilot study (n = 334) and a main study (n = 352), the research examines the interactive effects of influencer and product type on brand attitude and purchase intentions. Hypotheses were developed and tested using moderating mediation models centered on authenticity and product–endorser fit. Findings Virtual influencers are perceived as less authentic than human influencers across all product types, negatively influencing brand attitude and purchase intention. However, the extent to which influencer type affects brand attitudes and purchase intentions, mediated by product–endorser fit, varies based on the product type. Originality/value This research emphasizes two key mechanisms – authenticity and product–endorser fit – influencing the effectiveness of virtual influencers. It suggests that aligning virtual influencers with suitable product types can offset their perceived authenticity deficit, significantly affecting their endorsement effectiveness.

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Section: Discussionsupporting

confidence: 67%

Section: Introductionmentioning

confidence: 99%

Virtually authentic: examining the match-up hypothesis between human vs virtual influencers and product types

Liu,

Lee

2024

JPBM

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“…Therefore, future studies could be based on more rational and objective sampling techniques. Lastly, the study only examined human influencers, but the emergence of virtual influencers [13,67] warrants similar research to examine the impact of virtual influencer characteristics on sustainable consumption.…”

Section: Discussionmentioning

confidence: 99%

“…The credibility of influencers plays a crucial role in determining the effectiveness of their endorsements [13,50]. It is a valuable asset for influencers [5] and a key factor in the success of influencer marketing [10].…”

Section: Research Hypothesesmentioning

confidence: 99%

“…Influencers have been the most significant factor influencing purchasing behavior for the past decade. The emergence of virtual influencers has only added to the popularity of social media influencers [13]. From these observations, it can be concluded that influencers have the potential to significantly impact sustainable consumer behavior.…”

Section: Introductionmentioning

confidence: 99%

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From Likes to Sustainability: How Social Media Influencers Are Changing the Way We Consume

Vilkaite-Vaitone

2024

Sustainability

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Social media has become an integral part of our daily lives. Influencers have emerged as significant players in promoting sustainable consumption in recent years. With their reach and influence, they have the ability to sway consumer decisions and earn rewards from marketers. However, an influencer’s perceived importance and credibility among their followers is essential to their ability to persuade others. In this study, we utilized network theory and the theory of mind to scrutinize the impact of an influencer’s importance and credibility on sustainable consumption. We collected data from 427 consumers and conducted structural equation modeling (SEM) to test our hypotheses. Our findings indicate that an influencer’s importance has a positive impact on their credibility, which subsequently has a favorable impact on cognitive, affective, and conative sustainable consumption. These results confirm the importance and credibility of influencers in promoting sustainable consumption and provide insights into how social marketers and influencers can optimize their sustainable marketing strategies.

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How real is real enough? Unveiling the diverse power of generative AI‐enabled virtual influencers and the dynamics of human responses

Sorosrungruang,

Ameen,

Hackley

2024

Psychology and Marketing

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Virtual influencers in various forms are capturing a growing share of ad spend from human influencers. Followers respond to virtual influencers much as if they were human, with engagement rates and measures of trust and source credibility that rival their human counterparts. However, there is an acute need for more nuanced understanding of the differential characteristics of user engagement with human influencers and the many emerging forms, types and interactional characteristics of virtual influencers. We conduct an exploratory study of three parts. First, through an indepth review of the existing literature, we delineate the implications of unsettled taxonomies of virtual influencers by function and form, and we outline a revised typology. Second, our secondary review of virtual influencer literature, trade, and industry sources conceptualizes divergent factors influencing the persuasive capability of human and virtual influencers while identifying intersecting research themes. From this synthesis we induce suggestions for future research and practice. Finally, we assess, refine and adjust our framework through depth interviews with leading expert practitioners to generate six key findings to guide future researched‐backed virtual influencer practice and research.

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“You are a virtual influencer!”: Understanding the impact of origin disclosure and emotional narratives on parasocial relationships and virtual influencer credibility

Cited by 29 publications

References 100 publications

Virtually authentic: examining the match-up hypothesis between human vs virtual influencers and product types

Virtually authentic: examining the match-up hypothesis between human vs virtual influencers and product types

From Likes to Sustainability: How Social Media Influencers Are Changing the Way We Consume

How real is real enough? Unveiling the diverse power of generative AI‐enabled virtual influencers and the dynamics of human responses

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