Skip to main content
University of Florida

Virtual Influencers

...

Study: Human Qualities of Virtual Influencers Can Affect Trustworthiness in Parasocial Relationships

Wednesday October 23, 2024

A new study has found that consumers rely on distinct criteria at different relationship stages to evaluate the trustworthiness of virtual influencers. The findings by University of Florida College …
...

Pixels vs. People: The Battle for Consumer Trust in Influencer Marketing

Friday August 16, 2024

Picture this: You’re scrolling through Instagram and you’re suddenly captivated by a dazzling influencer showcasing the latest must-have widget. You’re ready to click “buy now” when a …
...

Study: The Advantage of Virtual Influencers in Commercial Marketing May Not Enhance Their Role in Advocacy for Social Causes

Wednesday August 14, 2024

A new study has found that the advantages of virtual influencers in commercial marketing do not necessarily enhance their role in advocacy for social causes. The findings by Miami University …
...

How Audiences Perceive Gender Presentations by Virtual Influencers

Friday March 1, 2024

Social media influencers – individuals who create persona-focused personal brands to engage audiences – have become economic and social capital powerhouses. Influencer marketing was estimated to …
...

Study: Virtual Influencers are Perceived as Less Effective in Comparison with Human Influencers

Wednesday February 7, 2024

A new study has found that virtual influencers are perceived as less authentic across all product types. The findings by University of Florida College of Journalism and Communications (UFCJC) …
...

Yu-Hao Lee Co-Authors Articles on Moral Balancing in Video Games and Virtual Influencers and Gender Identity

Wednesday September 6, 2023

A new study shows that issue congruency may be a factor that determines whether players behave consistently or engage in moral licensing and moral cleansing after committing a moral or immoral …
...

Who’s Responsible for Brand Success or Failure When the Endorser Isn’t Human?

Monday May 15, 2023

As advancements in technology reshape the advertising world, the use of virtual influencers is on the rise. Virtual influencers are computer-generated image (CGI) characters on social media that post …
...

Video: Doctoral Student Yoo Jin Chung Discusses AI-Enabled Virtual Influencers on Social Media

Friday September 10, 2021

Doctoral student Yoo Jin Chung is in her final year of doctoral program in advertising, working on a dissertation that explores social media users parasocial relationship with virtual influencers. …