Conveyed by Artificial Authenticity? The Impact of Virtual Influencers on Brand Trust - A Quantitative Study on Consumer Perceptions

Abstract

This study examines brand trust in the context of virtual influencers. Based on a sample of 155 respondents, the research investigates the mediating effects of consumers’ perceived authenticity and credibility of influencers in shaping brand trust. A between-subject experiment was conducted, where influencer type was manipulated in three surveys. Findings revealed that influencer type, whether a human, a human-like virtual influencer, or an anime-like virtual influencer, does not directly affect consumers’ trust in brands. However, the study underscores the importance of consumers’ perceived authenticity and credibility of influencers in positively affecting brand trust, offering insights for marketers on strategically leveraging influencers for desired brand trust. Consumers’ perceived authenticity of a human-like virtual influencer was higher than for a human influencer and was fully mediating the effect of influencer type on brand trust, contrary to an anime-like where this was not a significant mediator. Furthermore, consumers’ perceived credibility of virtual influencers fully mediated the level of consumers’ trust in brands, highlighting the importance of this component. Authenticity, characterized by genuineness and alignment with intrinsic motivations, emerges as a critical driver of consumer trust. Similarly, credibility, encompassing trustworthiness, expertise, and attractiveness significantly influences brand trust. Aligning brand values and product fit with influencer type is highlighted as a strategic imperative, emphasizing the need for genuine relationships between brands and influencers to improve consumers’ perceptions and trust in brands. The study is not free from limitations, including challenges of manipulating the experiment, and suggests future research to explore industry variability and a broader demographic. Overall, this research provides valuable insights into the evolving landscape of virtual influencers, offering practical recommendations for marketers and paving the way for further exploration into the complexity of brand trust in the digital age.