Recent research led by T. Makana Chock, the David J. Levidow Endowed Professor of Communications at the S.I. Newhouse School of Public Communications, investigates the growing phenomenon of virtual influencers on social media platforms like Instagram and TikTok. The study reveals that these artificial personalities are gaining millions of followers, largely because they effectively simulate human characteristics, which enhances their perceived authenticity.
Chock’s findings, derived from experiments conducted by her students in the Extended Reality Lab, indicate that the success of virtual influencers hinges on their ability to appear convincingly human. The research delves into psychological factors influencing user trust and engagement with these digital avatars, highlighting that as these avatars become less distinguishable from actual people, their messages are more readily accepted.
Understanding the Appeal of Virtual Influencers
The research emphasizes that a key determinant of influence is the perceived authenticity of digital avatars. Chock explains, “What’s considered authentic may vary depending on culture, context, consistency, and audience characteristics.” For instance, a virtual influencer adept at promoting fashion to teenagers may not be viewed as credible in more serious domains, such as financial advice.
Students in Chock’s lab analyzed surveys and conducted experiments to assess the factors that enhance the credibility of virtual influencers. The research showed that emotional engagement increases when an avatar exhibits human-like features, such as making eye contact and displaying emotions. This interaction fosters a sense of trust, as users tend to respond to these avatars as if they were real social entities.
The Influence of Machine Perception
Another intriguing aspect of Chock’s research is the concept of the “machine heuristic.” This mental bias leads individuals to perceive machines as more secure, trustworthy, and objective than humans. While traditional studies suggest that human influencers outperform their virtual counterparts, Chock’s findings reveal that individuals who strongly believe in the machine heuristic rated virtual influencers as more effective.
Chock notes, “Although a number of studies have found that human influencers are more effective than virtual influencers, we found that for people who have a high belief in the machine heuristic, virtual influencers were rated as more influential than human influencers.” This indicates a significant shift in how audiences perceive authenticity and effectiveness in digital engagements.
Yet, there is a limit to this relatability. If a virtual avatar triggers the “uncanny valley” effect, where it is almost human but not quite, it may create feelings of eeriness and distrust. When users feel deceived, their engagement with the influencer diminishes, which can hinder the avatar’s effectiveness.
As the holiday shopping season approaches, it is likely that consumers will encounter these virtual influencers promoting various products online. Given the rapid evolution of generative AI and its integration into advertising, understanding public trust in these avatars becomes increasingly relevant.
Chock’s research ultimately indicates that when users have positive interactions with virtual influencers, they feel a greater sense of control over their digital experiences. These interactions contribute to enhanced engagement, credibility, and authenticity—elements that are pivotal in today’s social media landscape.
The study underscores the importance of understanding the dynamics of trust and engagement in digital communications, highlighting a transformative shift in influencer marketing that could reshape the industry.
