When digital celebrity talks to you: How human-like virtual influencers satisfy consumer’s experience through social presence on social media endorsements

by Prof. Min-Jung Park
Department of Fashion Industry
PURE Research Profile
minjungpark@ewha.ac.kr

Prof. Minjung Park and Dr. Hyojung Kim’s recent work titled “When Digital Celebrity Talks to You: How Human-like Virtual Influencers Satisfy Consumer’s Experience through Social Presence on Social Media Endorsements” was published at Journal of Retailing and Consumer(2023 Journal Impact Factor = 11.0, JIF Rank = 8/304 in Business). The study explores the growing influence of virtual influencers (VIs) in digital marketing and their role in shaping consumer satisfaction with social media endorsements. Grounded in the Computers are Social Actors theory, which suggests that individuals assign human-like characteristics to non-human entities, the research examines how anthropomorphic traits of virtual influencers, coupled with social presence, affect consumer experiences. This study addresses a critical gap in the literature by investigating both cognitive factors, such as credibility and perceived usefulness, and emotional dimensions, including enjoyment and flow, to provide a comprehensive understanding of how these digital personas replicate or even enhance the effectiveness of human influencers.

The research is particularly significant given the rapid adoption of virtual influencers in various industries due to their adaptability, cost-effectiveness, and global reach. Despite their increasing prevalence, the mechanisms driving their effectiveness remain underexplored. The study demonstrates how anthropomorphism in virtual influencers fosters consumer engagement and satisfaction, making a compelling case for their role as powerful marketing tools in the digital era. The findings highlight the role of social presence, showing that while it does not directly mediate satisfaction, it amplifies cognitive and emotional responses, thereby enhancing the overall consumer experience.

To investigate these dynamics, the study employed a survey of 364 female Instagram users in South Korea, aged 20 to 39, who were exposed to branded content featuring a prominent virtual influencer. Participants reviewed translated Instagram posts, including images, videos, and comments showcasing the anthropomorphic characteristics of the influencer. The researchers measured key variables such as perceived anthropomorphism, social presence, credibility, usefulness, enjoyment, flow, and satisfaction using established Likert-scale. For data analyses, a confirmatory factor analysis using AMOS and mediation analyses using PROCESS macro model 81 were conducted to explore both direct and indirect effects of variables.

The results reveal that human-like traits in virtual influencers significantly enhance consumer satisfaction by fostering cognitive and emotional responses. Cognitive responses, such as credibility and perceived usefulness, as well as emotional factors like enjoyment and flow, emerged as critical mediators in this relationship. While social presence alone did not mediate satisfaction, it played a vital role in amplifying the effects of these mediators. These findings contribute to the Computers Are Social Actors theory by extending its application to virtual influencers and demonstrating how anthropomorphism in non-human entities can effectively simulate human-like social interactions. The study also underscores the importance of emotional engagement in shaping positive consumer perceptions of digital endorsements.

From a practical perspective, this research offers valuable insights for marketers and brands seeking to optimize their use of virtual influencers. To maximize effectiveness, brands should design virtual influencers with realistic and interactive human-like traits, including naturalistic expressions and responses that mimic authentic human behavior. Campaigns should focus on delivering emotionally engaging narratives that evoke enjoyment and flow, creating memorable experiences for consumers. Additionally, virtual influencers must project credibility and provide accurate, useful product information to establish trust with their audience. Aligning the attributes of virtual influencers with brand identity and ensuring consistency in storytelling are essential to fostering strong consumer-brand connections.

This study provides a robust framework for understanding the psychological mechanisms that drive the effectiveness of virtual influencers and offers actionable strategies for their application in various industries. By bridging theoretical and practical insights, it advances the field of AI-driven marketing while paving the way for further research into cross-industry applications, demographic differences, and cultural variations in consumer responses to virtual influencers.

* Related Article
Hyojung Kim, Minjung Park, When digital celebrity talks to you: How human-like virtual influencers satisfy consumer's experience through social presence on social media endorsements, Journal of Retailing and Consumer Services, Volume 76, 103581, January 2024