TY - JOUR
T1 - The authentic virtual influencer
T2 - authenticity manifestations in the metaverse
AU - Koles, Bernadett
AU - Audrezet, Alice
AU - Guidry Moulard, Julie
AU - Ameen, Nisreen
AU - McKenna, Brad
PY - 2024/1
Y1 - 2024/1
N2 - 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.
AB - 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.
U2 - 10.1016/j.jbusres.2023.114325
DO - 10.1016/j.jbusres.2023.114325
M3 - Article
SN - 0148-2963
VL - 170
JO - Journal of Business Research
JF - Journal of Business Research
M1 - 114325
ER -