Virtual Influencer Dynamics in Digital Marketing

Virtual influencers (VIs) are computer‐generated personas, often driven by artificial intelligence, deployed by brands and agencies to engage consumers across social platforms. Ranging from highly anthropomorphic figures to stylised avatars, these entities enact curated narratives, foster ongoing interaction and tailor messaging through data‐led personalisation. Key dynamics include the calibration of perceived authenticity, the orchestration of parasocial relationships and the management of sponsorship disclosure to maintain trust. Consumer responses are shaped by implicit stereotypes of warmth and competence, with favourable perceptions of affective warmth often translating into greater willingness to follow recommendations and higher purchase intention. Brands leverage VIs to extend reach, ensure consistent 24/7 engagement and explore immersive realms such as the metaverse and augmented reality spaces. While demonstrating cost efficiencies and enhanced engagement metrics, the use of VIs also raises ethical considerations around transparency, data privacy and the displacement of human creators. As digital marketing matures, integrating virtual and human influencers into cohesive omnichannel strategies has become central to sustaining brand authenticity and competitive differentiation in global markets.

Research from Nature Portfolio

Recent studies have examined the strategic value of brand‐created versus third‐party VIs on social media engagement. One comprehensive analysis of multiple Instagram VIs identified that non‐branded virtual influencers generate significantly higher engagement rates than those directly owned by brands. This work developed a typology of virtual influencer communication strategies—ranging from lifestyle portrayal to value‐driven storytelling—and showed that collaborations with independent VIs can foster more authentic audience connections. Findings suggest that brands achieve deeper customer‐brand engagement by partnering with established virtual personas rather than launching proprietary avatars.

Virtual Influencer Dynamics in Digital Marketing publication trend

The graph below shows the total number of articles in virtual influencer dynamics in digital marketing across all publications each year (not limited to Nature Index journals).

Technical terms

Anthropomorphism: Attribution of human traits and emotions to non‐human entities, enhancing perceived relatability.

Parasocial interaction: One‐sided relationships where audiences feel connected to media personas despite no reciprocal engagement.

Sponsorship disclosure: Explicit indication that content is paid for or commissioned by a brand, influencing audience trust and message impact.

Stereotype Content Model: Framework positing that perceptions of warmth and competence underlie social judgments of individuals or entities.

References

1. Shall brands create their own virtual influencers? A comprehensive study of 33 virtual influencers on Instagram. Humanities and Social Sciences Communications (2024).
2. Stereotyping human-like virtual influencers in retailing: Does warmth prevail over competence?. Journal of Retailing and Consumer Services (2023).
3. Virtual influencers and pro-environmental causes: The roles of message warmth and trust in experts. Journal of Business Research (2024).
4. The ethics of virtuality: navigating the complexities of human-like virtual influencers in the social media marketing realm. Frontiers in Communication (2023).
5. The Power of Virtual Influencers: Impact on Consumer Behaviour and Attitudes in the Age of AI. Administrative Sciences (2023).