"Algorithmic Affection: The Role of Robot Acceptance in Parasocial Interactions with Virtual Influencers (VIs)"
(A2025-130351)

AUTHORS

Rawan Diaa, German International University; Sandra Habil, German International University

ABSTRACT

Virtual influencers (VIs) are reshaping the landscape of digital marketing by simulating human presence and creating emotional bonds with audiences. While their popularity continues to rise, the psychological mechanisms that drive consumer attachment to these non-human entities remain underexplored. This study aims to bridge this gap by examining how the Robot Acceptance Model (RAM) influences the development of parasocial interactions (PSIs) with VIs. Specifically, the study investigates how RAM’s socio-emotional dimensions—perceived humanness, social interactivity, and social presence—foster emotional engagement and trust, leading to the formation of one-sided, yet meaningful, relationships. By proposing a conceptual framework that integrates RAM with PSI theory, the objective is to uncover the underlying factors that make VIs emotionally compelling and socially influential. The study offers both theoretical contributions to the understanding of human-AI relationships and practical insights for marketers seeking to enhance engagement, trust, and loyalty through VIs.