Blurring the Line Between Real and Artificial: Virtual Influencers, Visual Communication, and the Third-Person Effect

Abstract

With the advent of AI-based virtual influencers, there are new opportunities and ethical issues in online marketing. Although the literature on human influencers is rich, little has been said about audiences' perceptions and reactions to artificial personas. Based on the Visual Communication Theory and the Third-Person Effect, this study performs a qualitative content analysis of five well-known virtual influencers on Instagram. Post and audience interaction (manually coded) demonstrated patterns of authenticity, consumer trust, purchasing behaviour, and ethical issues. The results indicate that virtual influencers have a strong impact on fashion and lifestyle decisions and that viewers tend to interact with them as real people. It also introduced transparency and manipulation issues, especially since the followers didn't know these personas didn't exist. The paper identifies marketing opportunities and ethical risks associated with virtual influencers, which can inform current discussions of digital trust, consumer persuasion, and the ethical use of AI in advertising.