Fans, Followers and Fabrications: The Psychology Behind Human Bonds With Virtual Influencers

Abstract

Virtual influencers (VIs) – computer-generated avatars designed to act and feel like human influencers – are rapidly transforming how audiences connect with digital personalities. This chapter investigates the psychology and marketing dynamics behind these artificial yet remarkably engaging figures. Drawing on theories of parasocial interaction, anthropomorphism and fan studies, the authors explore how consumers develop emotional bonds with VIs, why these relationships can resemble those with human influencers and where important differences arise. Real-world cases, such as Lil Miquela, illustrate how narrative design, authenticity cues and fan community participation shape attachment and trust.

The authors address three guiding questions: (1) When and how do consumers form close relationships with VIs? (2) In what ways do these connections mirror or diverge from those with human influencers? (3) How can VIs be designed to maximise engagement, foster fandom and serve as credible brand ambassadors? The authors’ analysis highlights both opportunities and challenges – ranging from the allure of futuristic personas to persistent concerns around authenticity and ethics.

By combining insights from marketing, psychology and fan culture, this chapter positions VIs not merely as promotional tools but as cultural figures capable of building communities, sparking creativity and reshaping the future of influencer marketing.