Authentically fake? How consumers respond to the influence of virtual influencers

• Main Authors: Lou, Chen, Kiew, Josie Siu Ting, Chen, Tao, Lee, Michelle Tze Yen, Ong, Celine Jia En, Phua, ZhaoXi
• Other Authors: Nanyang Business School
• Format: Article
• Language: English
• Published: 2023
• Subjects: Social sciences::Communication; Virtual Influencers; Consumers
• Online Access: https://hdl.handle.net/10356/170118
• Institution: Nanyang Technological University

Artificially created characters–virtual influencers–amass millions of followers on social media and affect digital natives’ engagement and decisionmaking in remarkable ways. Guided by the Uses and Gratification (U&G) approach and the Uncanny Valley Theory, this study seeks to understand this phe...