ANTHROPOMORPHISM AND AUTHENTICITY: EXPLORING THE DYNAMICS OF VIRTUAL INFLUENCERS IN CONTEMPORARY MARKETING

Abstract

This study investigates the influence of Virtual Influencers (VIs) on consumer behaviour and their implications for brands. The objective is to understand how consumers perceive and interact with VIs compared to traditional human influencers. Findings reveal that VIs offer unique advantages, including constant availability, adaptability, and cost-effectiveness, which can enhance brand engagement. However, concerns about authenticity, trustworthiness, and ethical implications persist. Utilizing anthropomorphism theory, the study demonstrates that brands can foster consumer connection and trust by imbuing VIs with human-like traits. Detailed analysis indicates that while VIs can effectively engage consumers, the perceived lack of authenticity poses a challenge. Nevertheless, when VIs are strategically integrated into marketing campaigns, they can significantly influence consumer behaviour and brand perception. Ultimately, these insights enable companies to develop targeted marketing strategies, leveraging VIs to shape consumer culture and brand narratives effectively. This research underscores the potential of VIs in modern marketing, providing a framework for brands to navigate the evolving digital landscape.