Virtual or Human Influencers? Exploring Consumer Authenticity, Trust, and Engagement Across Generations

This study investigates the relative effectiveness of virtual influencers (VIs) and human influencers (HIs) in shaping consumer perceptions, trust, and engagement within the context of influencer marketing. A mixed-methods approach was adopted, combining two focus groups (n = 22) with social media and sentiment analysis. Key dimensions of the focus groups’ findings were observed: perceived authenticity, sense of security, emotional engagement, and transparency. At the same time, qualitative and quantitative analysis of a subset of these influencer profiles on Instagram offered complementary insights into user engagement and sentiment dynamics. The findings demonstrate a substantial benefit of HIs in forging authentic connections and achieving higher levels of involvement especially in product categories that require credibility. On the other hand, VIs, although considered a novelty, are opposed by obstacles related to their artificial character and the absence of tangible experiences. Generational differences emerged: Gen Z showed a greater openness to VIs if transparency is guaranteed, while Millennials consistently preferred HIs. Sentiment analysis confirms that VIs evoke curiosity but have a weaker emotional intensity than HIs. Finally, VIs appear promising in vision-driven and innovation-based scenarios. Ultimately, authenticity, relatability, and transparency are still crucial to the effectiveness of influencer marketing. Hybrid approaches that seamlessly integrate both VIs and HIs are also recommended to address evolving customer requirements.