Virtual Influencers and Sensory Stimuli: An Illusion of Reality
(A2026-133725)

AUTHORS

Henar Ortega Perez, University of Valladolid; Ana Isabel Rodríguez-Escudero, University of Valladolid; Ana Gutierrez Arranz, University of Valladolid; Pilar Carbonell, York University

ABSTRACT

Virtual influencers (VIs) –characters generated with artificial intelligence that simulate human activity on social media– have become established as endorsers for numerous brands thanks to their ability to attract consumers through their novelty, distinctiveness, and accessibility. However, in recent years one common concern has emerged regarding all VIs: their lower effectiveness when compared with human influencers in terms of being able to generate engagement, brand attitude or purchase intention. Through a review of the literature on virtual influencers, and by developing a qualitative methodology based on focus groups, this study explores how sensory cues in VI content might enhance their effectiveness. The study also identifies key mediating and moderating variables in this relationship and constructs a comprehensive conceptual model that serves as a guide for continued research and practice involving VIs.