The Rise of Virtual Influencers and Their Effect on Consumer Perceptions

  • Authors

    • P. K. Iyengar Scientific Computing Researcher, BARC, India. Author

    DOI:

    https://doi.org/10.67228/3071561X/IJIRHT-2025PI3X4M

    Published 12-03-2025

  • Virtual Influencers, Influencer Marketing, Artificial Intelligence, Consumer Perception, Social Media Marketing, Brand Engagement, Digital Marketing, Consumer Behavior, Purchase Intention, Trustworthiness

    Issue

    Vol. 8 No. 1 (2025)

    Section

    Articles

    How to Cite

    [1]
    I. P. K, “The Rise of Virtual Influencers and Their Effect on Consumer Perceptions”, IJIRHT, vol. 8, no. 1, pp. 01–15, Dec. 2025, doi: 10.67228/3071561X/IJIRHT-2025PI3X4M.

  • Abstract

    The rapid advancement of digital technology, artificial intelligence (AI), and social media has transformed influencer marketing through the emergence of Virtual Influencers (VIs)—computer-generated personalities designed to engage audiences like human influencers. Popular virtual influencers such as Lil Miquela, Shudu, and Imma have gained global recognition and collaborated with major brands. Unlike human influencers, virtual influencers offer greater control, consistency, customization, and reduced reputational risks. This study examines consumer perceptions of virtual influencers, focusing on trust, authenticity, brand engagement, and purchase intentions. Drawing on Social Presence Theory, Source Credibility Theory, Parasocial Interaction Theory, and Technology Acceptance Theory, the research uses a quantitative survey approach among social media users. Key variables include perceived authenticity, attractiveness, trustworthiness, technological innovativeness, brand credibility, and purchase intention. The findings reveal that virtual influencers significantly influence consumer attitudes, particularly among younger digital-native audiences. Consumers appreciate their creativity, innovation, and visual appeal, while transparency about their artificial nature enhances trust and acceptance. The study concludes that virtual influencers can effectively support brand communication strategies when authenticity, ethical transparency, and consumer trust are maintained. Overall, virtual influencers represent a promising innovation in digital marketing, offering brands new opportunities for engagement and personalized communication. Future research may explore cross-cultural differences, AI-driven influencer development, and long-term consumer interactions in immersive digital environments.

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