The comparison between content generated by virtual influencers and that created by physical influencers in the context of content marketing

Abstract

In this study, we examined perceptions of virtual influencers across four dimensions: trust, emotional connection, credibility and realism, based on responses analyzed using SPSS software. The results show that attitudes towards virtual influencers vary considerably from one demographic group to another, with age appearing to be a determining factor. Younger people trust virtual influencers more, establish an emotional bond with them and have a better perception of their credibility and realism. In contrast, older people are more skeptical and express lower levels of trust, emotional engagement and perceived authenticity. These trends suggest that virtual influencers resonate more strongly with younger generations, probably under the influence of their familiarity with digital platforms and virtual environments.

Our analysis confirms the existence of a statistically significant relationship between age and perception of virtual influencers, with younger respondents attributing higher levels of trust, emotional connection and realism to them. Credibility and realism are closely linked in the acceptance of virtual influencers, as far as young people in particular are concerned. According to the study, the perceived realism of virtual influencers plays a key role in promoting trust and connection, especially when their behaviors and characters are considered authentic. This finding highlights the importance of understanding demographic differences when it comes to leveraging virtual influencers as part of digital marketing strategies.

Keywords : Virtual influencers, Trust ,Emotional connection ,Credibility ,Realism.

Classification JEL : M31

Paper type : Empirical Research