Synthetic Influence: Mapping the Social Network Structures of Virtual Influencers
(A2026-134387)

AUTHORS

Morana Fuduric, University of Zagreb, Faculty of Economics & Business Zagreb; Khadija Vakeel, DePaul University, Driehaus College of Business

ABSTRACT

This study examines how virtual influencers (VIs) are structurally embedded in brand collaboration networks on Instagram. We construct a directed network of eight leading VIs and their paid brand partners (n = 163 nodes; 158 edges) and apply exponential random graph models to identify drivers of tie formation. Results show that VI-side characteristics—post volume and follower count—significantly increase the likelihood of collaboration, whereas analogous brand-side attributes do not. Unexpectedly, marking VI accounts as business accounts reduces collaboration probability. These findings highlight the centrality of VI popularity and presentation in alliance formation, and offer guidance for brands seeking VI partners while underscoring the need to manage commercial cues carefully.