Issue Summary
March (Vol. 66, Issue 1)

Why Virtual Influencers Generate Less Engagement—and When They Work Best

Virtual influencers are becoming a popular marketing tool, but do they engage consumers as effectively as human influencers? This research examines the role of envy, an emotion that often drives social media engagement. Across eight experiments, the authors find that consumers perceive virtual influencers as less deserving of their success, which reduces feelings of envy and ultimately leads to lower engagement and weaker brand outcomes compared with human influencers. However, the study also identifies an important boundary condition: virtual influencers perform better when promoting futuristic or technology-oriented products, where their artificial nature feels more appropriate and credible. In these contexts, perceived deservingness and envy increase, improving engagement and brand impact. The findings suggest that while virtual influencers offer creative flexibility and cost advantages, their effectiveness depends strongly on aligning them with brands and products that fit their high-tech identity.