Current Issue Summary
September 2025 (Vol. 65, Issue 3)

When Virtual Influencers Disclose Sponsorships: How Users React Online

This mixed-method study examines how sponsorship disclosure influences audience reactions to virtual influencers (VIs), focusing on Instagram posts by the well-known VI @lilmiquela. An analysis of over 48,000 user comments found that disclosures (e.g., #ad, paid partnership labels) were linked with more positive sentiment, though users frequently expressed confusion about whether the VI was human or artificial. Despite this, experimental results showed that non-sponsored posts generated stronger parasocial interaction and higher engagement than sponsored ones, contradicting the Persuasion Knowledge Model, which predicts greater skepticism after disclosure. Overall, findings reveal that while audiences may appreciate transparency, sponsorship signals still dampen interaction, and user responses remain polarized—ranging from admiration and affection to discomfort and rejection.