The present study compared the effectiveness of virtual influencers (VIs) to human influencers through the theoretical lens of the uncanny valley and parasocial relationship using an online experiment. Specifically, we posited that highly humanlike VIs may evoke the feeling of the uncanny valley, as compared to human influencers or cartoonlike influencers, which, in turn, would act as a psychological barrier to building a parasocial relationship with the specific type of virtual influencer and decrease advertising attitude. The results indicated that people do feel the uncanniness from both highly humanlike and cartoonish influencers as compared to human influencers. This particular psychological experience negatively influenced the parasocial relationship, which, in turn, negatively affected the attitude toward a social media advertisement featuring the VIs. However, importantly, this effect was moderated by individual differences in anthropomorphism. This is one of the first studies that directly compared the effectiveness of different types of social media influencers in a rigorously designed experimental setting and expands the previous research on Vis, uncanny valley, and parasocial relationship. Both theoretical and managerial contributions of the study were discussed.

Considering the popularity of virtual influencer (VI) marketing while its effectiveness remains fully unexplored, there is a need of academic attention testing consumer responses to VIs in comparison with human influencer marketing. Hence, this study aims to fill this gap by comparing consumers’ perceptions of a human versus virtual influencer’s endorsement. Specifically, based on the construal level theory and psychological reactance, this study investigates how consumers differently evaluate human and virtual influencers’ endorsement motives, which may further influence their attitudes toward a brand, advertising (i.e., endorsement), and an influencer and purchase intentions. Additionally, the moderating role of the number of endorsements (single vs. multiple) and perceived innovativeness are examined.

Influencers have become a critical component of marketing strategy to increase awareness, encourage consideration, and drive purchases. A new type of influencer, computer-generated and artificial intelligence-powered avatars, has emerged amid this boom. Despite the mixed marketing results virtual influencers deliver, they are generally thought to create similar engagement as human influencers. Consumers appear capable of developing complex psychological processes when engaging with virtual influencers. Even though the positive impact of influencers is evident, there is a growing concern about how they can affect consumers' well-being. The feeling of envy is a significant well-being concern in the social media world. Assuming virtual influencers can deliver similar emotional effects as human influencers, can we feel envy towards virtual influencers?

본 논문에서는 가상환경하에서 사용자가 느끼는 물체의 무게감에 관해 연구하며, 3D mouse에 스프링의 탄성력을 이용한 근력입력장치를 새롭게 디자인한다. 근력입력장치는 몰입형 가상환경에서 사용자들의 악력을 이용하여 힘이나 무게를 느낄 수 있도록 고안된 장비이다. 본 논문에서는 물체의 부피와 무게감에 관한 실험, 물체의 재질과 무게감에 관한 실험, 근력입력장치의 악력과 무게감에 관한 실험 등 세 가지 실험을 수행하여 비교·분석한다. 실험결과의 통계적 분석 및 사용자 설문지 분석을 통해서 얻은 결론은 몰입형 가상환경하에서 부피와 재질은 사용자들에게 현실감 있는 무게감을 느끼는 데 중요한 역할을 하지 못하지만, 근력입력장치의 악력을 사용할 경우 현실감을 증대시키며 무게감을 느끼는 데 중요한 역할을 한다. 본 연구에서 제안한 근력입력장치는 무게감을 제공하는 데 효과적이다.