Social media engagement and the rise of virtual influencers: a study focuses on customers’ perception, relatability, and brand affiliation.

Abstract

This research examines how consumers perceive virtual influencers and the extent to which these perceptions influence brand recognition, relatability, and consumer engagement. As hyper-realistic, computer-generated influencers emerge as a growing trend in social media marketing, their psychological and emotional effects on consumer behavior remain underexplored. This study investigates key characteristics of virtual influencers, including relatability, credibility, emotional resonance, and alignment with brand values, to evaluate their influence on consumer engagement with social media advertising. A quantitative research approach will be employed, using a structured questionnaire to collect primary data on consumers’ engagement with virtual influencers. The study expects to identify significant relationships between social media engagement and consumers’ perceptions, relatability, and brand loyalty. Although virtual influencers can strengthen brand narratives, they may lack the emotional authenticity required to establish trust and foster long-term consumer engagement. However, when they align with brand values and are perceived as authentic, they can enhance consumer–brand relationships through familiarity, credibility, and relatability. By addressing gaps in the existing literature, particularly the role of relatability as an emerging dimension, this study contributes to the development of AI-driven marketing strategies. It also provides a foundation for future research on emerging technologies and additional factors that continue to shape consumer engagement with brands in digital environments.