Abstract
The popularity, profitability, and technological novelty of virtual influencers (VIs) have prompted researchers to examine the source characteristics underlying its persuasiveness. However, further research is needed to assess emerging VIs with varying human likeness. In addressing the research gap, this mixed-method study systematically analyzed 17,276 English-language Instagram posts uploaded by 170 VIs from 2018 to 2022. This study also determined how VIs’ human likeness, tier, and Instagram verification affected user engagement. Sentiment analysis indicated a higher proportion and emotional intensity of positive (vs. negative) content, regardless of VIs’ human likeness. Yet, VIs with high human likeness possessed the greatest asymmetry of positive (vs. negative) content. Topic modeling revealed that VIs with varying human likeness established their opinion leadership differently. A natural experiment noted the non-significant effects of VIs’ human likeness and tier. However, Instagram verification significantly affected user engagement, whereby VIs with Instagram verification outperformed those without Instagram verification.
| Original language | English |
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| Publication status | Published - 26 May 2023 |
| Event | 73rd Annual International Communication Association Conference, ICA 2023: Reclaiming Authenticity in Communication - Sheraton Centre Toronto Hotel, Toronto, Canada Duration: 25 May 2023 → 29 May 2023 https://www.icahdq.org/mpage/ICA23 https://cdn.ymaws.com/www.icahdq.org/resource/resmgr/conference/2023/ICA2023-Program_sm.pdf |
Conference
| Conference | 73rd Annual International Communication Association Conference, ICA 2023 |
|---|---|
| Abbreviated title | ICA 2023 |
| Country/Territory | Canada |
| City | Toronto |
| Period | 25/05/23 → 29/05/23 |
| Internet address |
