Do You Think I’m Real? A Mixed Reality Approach to the Effects of the Virtual Influencer Engagement on Attitude and Brand Attachment: An Abstract

Abstract

The number of social media influencers has been increasing, and their presence as brand endorsers has become familiar to consumers. However, among these social media influencers are computer-generated virtual humans with millions of followers. Known as “virtual influencers,” these virtual humans exist purely in the digital world where consumers can follow their content and interact with them online. That said, little research has looked beyond the traditional social media influencer, and thus, within a two-study design, the present study explores what motivates consumers to follow virtual influencers (Study 1), what heuristics are accessed when thinking about virtual influencers (Study 1), and what effect does heuristic cueing have on attitudes toward virtual influencers and brand attachment (Study 2). Study 1 brings in the psychological theory of Self-Determination to define virtual influencers’ follower and engagement motivations, while the Modality, Agency, Interactivity, and Navigability (MAIN) model is used to explore the technological phenomenon of heuristics cues with virtual influencer engagement. The findings indicate that consumers follow virtual influencers mainly because of their novelty and to fulfill curiosity. At the same time, they choose not to follow virtual influencers because of a lack of relatedness, perceived inauthenticity and creepiness, and lack of knowledge about certain virtual influencers. Study 2 utilizes a mixed reality approach to examine whether consumers experience the transfer of attachment towards brands and products endorsed by the virtual influencer. In addition to promoting products available in the real-world, several virtual influencers endorse virtual goods that exist merely in the digital world. Findings suggest that while the mixed reality approach - a virtual influencer with a real product - shows a more positive attitude towards the virtual influencer, the attachment towards the brand of the real product is less than the virtual product. Findings also provide evidence for the “uncanny valley” effect as there are greater positive attitudes toward the virtual influencer and greater attachment towards the brand when the virtual influencer is alone versus with a real human. As media and technology continue to advance and integrate into influencer marketing, the findings of Studies 1 and 2 are essential building blocks for the human-computer interaction and consumer behavior literature. While Study 1 expands on the theoretical concepts of self-determination and the MAIN model, Study 2 provides practical implications with virtual influencers as brand endorsers in virtual and mixed reality settings. Additionally, clarity regarding the followers’ motivations, or lack of, and the heuristics of the virtual influencers that boost engagement helps designers in the growth and sustenance of the concept of these virtual humans, as well as make the brands and advertisers feel confident about the utility of virtual influencers as an integral part of their campaign.