Engaging the Unreal: How Realism and Humanness Drive Reactions to Virtual Influencers
(A2025-130348)

AUTHORS

Moreno Frau, Corvinus University of Budapest, Institute of Marketing and Communication Sciences, Department of Marketing Management; Asheen Hettiarachchi Maha Hettiarachchige, Corvinus University of Budapest, Corvinus Institute for Advance Studies.; Francesca Cabiddu, Università degli Studi di Cagliari/CIAS Fellowship - Corvinus Institute for Advanced Studies (CIAS), Corvinus University of Budapest.

ABSTRACT

This study investigates how realism and human likeness influence consumer engagement with virtual influencers (VIs). Drawing on a qualitative cross-case analysis of four VIs—Imma, Mono Mars, Noonoouri, and Birdsoup—categorized by realism and humanness, we identify six core engagement factors: criticism, admiration, skepticism, character affiliation, narrative affiliation, and social bonding. Findings show that realism increases skepticism and criticism, while human likeness enhances admiration. Surprisingly, less humanlike VIs elicit stronger emotional and narrative engagement, suggesting that stylized and fictional personas may outperform hyper-realistic ones in fostering meaningful connections. We propose six propositions to guide future research and provide strategic recommendations for aligning VIs with brand narratives. This study contributes to the influencer marketing literature by refining engagement models and offering insights for marketers navigating the evolving landscape of AI-driven brand engagement.