When are imperfections beneficial? The impact of aesthetic imperfections in virtual and human influencers on consumer engagement

Abstract

Purpose This study aims to resolve a key paradox in influencer marketing: why brands are increasingly designing virtual influencers with aesthetic imperfections (e.g. freckles), despite conventional wisdom suggesting that perfection is key. It investigates when and why these imperfections enhance consumer engagement, specifically by comparing their effects on virtual versus human influencers. Design/methodology/approach The research employs two main experiments and a supplementary robustness study. Participants were exposed to images of either a virtual or a human influencer, both manipulated to have aesthetic imperfections. The data were analyzed using ANOVA and a moderated mediation model to test the proposed theoretical framework. Findings The two main studies show that aesthetically imperfect virtual influencers elicit higher consumer engagement than aesthetically imperfect human influencers, partly through perceived scarcity. A supplementary study further rules out perceived authenticity and anthropomorphism as alternative mediators and shows that the effect extends to purchase intention, especially under symbolic product appeal framing. Practical implications Brands can enhance virtual influencer engagement by using minor aesthetic imperfections as scarcity cues, especially for consumers seeking uniqueness and symbolic products. Originality/value This study compares consumer responses to aesthetic imperfections in virtual and human influencers. It helps reconcile mixed findings in the literature and advances theory by identifying perceived scarcity as a psychological mechanism that enhances virtual influencer appeal. The study also extends scarcity theory to the digital context and offers practical guidance for designing “perfectly imperfect” virtual personas that engage targeted consumer segments.