Exploring the impact of visual realism on user engagement with virtual influencer

This study investigates the impact of visual realism on user engagement of Virtual Influencers (VIs), the potential mechanisms, and the moderating role of the controlling entity. The study employs a combination of secondary data analysis and controlled experiments. Study 1 analyzes Douyin's virtual influencer data to establish a preliminary understanding of how visual realism affects user engagement. The key finding is that higher visual realism correlates with increased user engagement. Study 2 surveys VIs fan bases to corroborate the main effect and explore the mechanism of social perceptions The results suggest that perceived warmth and competence significantly mediate the relationship between visual realism and user engagement. Study 3a uses a randomized control experiment to test hypotheses regarding how the perceived controlling entity (AI or human) behind a VI affects user engagement. The results show that AI controlling entity positively moderate the relationship between visual realism and user engagement.