Virtual influencers and marketing : consumer perceptions, barriers, and strategic development

Abstract

Virtual influencers (VIs) are changing the digital marketing domain, providing brands with the room for creativity and limitless playroom, but at the same time creating challenges in terms of authenticity, trust and relatability. With quantitative research design using descriptive statistics, comparative analysis, and regression modelling this thesis examines consumer perceptions of virtual influencers, specifically in terms of their effectiveness for engagement and purchase behaviors. Based on the construct of consumer perception theory, which explores the psychology and cognition behind consumer attitudes, the research focuses on essential notions of authenticity-trust-engagement. This study reveals key insights regarding VIs compares to human influencers and what factors underpin their marketing success. The findings showed that authenticity serves as the strongest indicator of whether an item would be purchased, while trustworthiness plays an important, secondary role. However, virtual influencers also face disadvantages including a lack of emotional connection and the perception of artificiality, despite ultra-realistic visuals.