Why Some Virtual Influencer Stories Stick: Verisimilitude, Narrative Transportation, and Follow Intention
(A2026-132603)

AUTHORS

Michael Schade, University of Bremen; Franziska Frese, markstones Institute of Marketing, Branding & Technology, University of Bremen; CHRISTOPHER KORNTNER-KANITZ; Rafael Tietze, University of Bremen; Christoph Burmann, University of Bremen; Jonas Küpker, University of Bremen

ABSTRACT

Virtual influencers (VIs) are becoming increasingly relevant in influencer marketing, yet their success depends on building a strong follower base. This study examines how different storytelling approaches (high vs. low verisimilitude) affect users’ intention to follow a human-like VI. The degree of verisimilitude refers to the impression that the story events could actually occur. The results of an online experiment (n=440) indicate that high verisimilitude enhances narrative transportation, which in turn increases the intention to follow. Low verisimilitude increases perceived post novelty, though this does not significantly affect the intention to follow. A significant negative direct effect of verisimilitude on the intention to follow suggests competitive mediation. The study contributes to the literature on VI effectiveness by examining content characteristics as drivers of the intention to follow. In addition, the role of narrative transportation is validated in a novel context.