Is it real or not? construction of meaning and identity in virtual influencer marketing

IF 10.5 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2025-04-09 DOI:10.1016/j.jbusres.2025.115362

Jamie Thompson , Reika Igarashi , Agata Krowinska , Ashleigh Logan-McFarlane

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引用次数: 0

Abstract

Virtual influencers (VIs) are an emerging type of social media influencer. Through a sequential mixed-method research design, this research employs the theoretical lens of symbolic interactionism to explain how social media users construct meaning for the identity of VIs and how this guides their interactions and engagement with VIs. Study 1 explores the construction of meaning by analysis of 573 posts and 57,086 social media comments. Based on the symbolic interactionism and shared reality theories, Study 2 tests the relationship between key concepts (i.e., anthropomorphism, shared reality, digital escapism, and positive affect) using an online survey collected from 209 VI followers. This study shows that consumers negotiate the reality of VIs in the comments section with an emphasis on anthropomorphizing. Furthermore, the results of structural equation modelling suggest that followers’ perceptions of VIs’ moral and cognitive anthropomorphism influence perceived shared reality, which ultimately results in positive affect and VI engagement.

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来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.