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The authentic virtual influencer: Authenticity manifestations in the metaverse

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  • Koles, Bernadett
  • Audrezet, Alice
  • Moulard, Julie Guidry
  • Ameen, Nisreen
  • McKenna, Brad

Abstract

Virtual influencers (VI) are fictional entities operated by third parties (freelance creators, digital agencies, or brands). Despite their increasing popularity, the way people approach these often human-looking yet entirely fictitious creations, and whether they view them as ‘authentic’, remains unclear. Existing conceptualizations of authenticity in the VI literature do not offer sufficient depth and richness to understand this complex phenomenon. Building on the Entity-Referent Correspondence Framework of Authenticity, this paper aims to explore different manifestations of authenticity in the context of VIs. We draw on interviews with consumers (64) and industry experts (11) to unveil different perspectives. Our findings demonstrate how the three types of authenticity—true-to-ideal (TTI), true-to-fact (TTF) and true-to-self (TTS)—apply to and manifest in a virtual influencer context. We conclude with theoretical contributions, with particular attention to the uncanny valley theory, managerial recommendations, and areas for future research.

Suggested Citation

  • Koles, Bernadett & Audrezet, Alice & Moulard, Julie Guidry & Ameen, Nisreen & McKenna, Brad, 2024. "The authentic virtual influencer: Authenticity manifestations in the metaverse," Journal of Business Research, Elsevier, vol. 170(C).
    • Handle: RePEc:eee:jbrese:v:170:y:2024:i:c:s0148296323006847
    DOI: 10.1016/j.jbusres.2023.114325
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    References listed on IDEAS

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    1. Uysal, Busye & Estrella, Ronny, 2024. "Navigating Illusions: Unraveling Confirmation Bias using Cognitive Dissonance in Virtual Influencers on Social Media Platforms," 24th ITS Biennial Conference, Seoul 2024. New bottles for new wine: digital transformation demands new policies and strategies 302466, International Telecommunications Society (ITS).
    2. Yao, Ruiqi & Qi, Guijie & Wu, Zhiqiang & Sun, Hua & Sheng, Dongfang, 2024. "Digital human calls you dear: How do customers respond to virtual streamers’ social-oriented language in e-commerce livestreaming? A stereotyping perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    3. You, Leping & Liu, Fanjue, 2024. "From virtual voices to real impact: Authenticity, altruism, and egoism in social advocacy by human and virtual influencers," Technological Forecasting and Social Change, Elsevier, vol. 207(C).
    4. Yang, Defeng & Zhang, Jiaen & Sun, Yu & Huang, Zan, 2024. "Showing usage behavior or not? The effect of virtual influencers’ product usage behavior on consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).

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