Abstract:

During the past years, influencer marketing has proven to be an effective and efficient form of brand communication, a new type of influencer arises to capture the attention of numerous brands and followers: virtual influencers who offer a new innovative way for companies to connect with their unconventional audiences and to create a fluid bridge to the metaverse. With further advancement in artificial intelligence, virtual influencers are gaining more presence on social media. In spite of the widespread of these Computer-Generated Imagery (CGI) characters, there is still lack of and literature and empirical research. Hence, the need for understanding how consumers respond and interact with the virtual influencers on social media. This study seeks to explore this fresh phenomenon through the lens of source credibility and social presence theories which are crucial to generate a positive attitude towards the influencers. A semi- structured interview was conducted among a sample of 15 millennials particularly Instagram users. Results demonstrated that consumers more likely to interact and trust virtual influencers with humanoid appearance. Further, the study found that virtual influencers who display intimate emotions and social interactions with real human elicit lower social presence. This study provides insights for practitioners and prepare the background for future research in this evolving field.