research-article

Are You Human? Investigating the Perceptions and Evaluations of Virtual Versus Human Instagram Influencers

Authors:

Aaron NewmanAuthors Info & Claims

CHI '23: Proceedings of the 2023 CHI Conference on Human Factors in Computing Systems

Article No.: 659, Pages 1 - 14

https://doi.org/10.1145/3544548.3580943

Published: 19 April 2023 Publication History

Abstract

Virtual influencers (VI) are on the rise on Instagram, and companies increasingly cooperate with them for marketing campaigns. This has motivated an increasing number of studies, which investigate our perceptions of these influencers. Most studies propose that VI are often rated lower in perceived trust and higher in uncanniness. Yet, we still lack a deeper understanding as to why this is the case. We conduct 2 studies: 1) a questionnaire with 150 participants to get the general perception for the included influencers, and 2) an electroencephalography (EEG) study to get insights into the underlying neural mechanisms of influencer perception. Our results support findings from related works regarding lower trust and higher uncanniness associated with VI. Interestingly, the EEG components N400 and LPP did not modulate perceived trust, but rather perceived humanness, uncanniness, and intentions to follow recommendations. This provides a fruitful beginning for future research on virtual humans.

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https://doi.org/10.3390/su16229896
Kaate ISalminen JJung SRizun NRevina AJansen B(2024)Getting Emotional Enough: Analyzing Emotional Diversity in Deepfake AvatarsProceedings of the 13th Nordic Conference on Human-Computer Interaction10.1145/3679318.3685398(1-12)Online publication date: 13-Oct-2024
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Index Terms

Are You Human? Investigating the Perceptions and Evaluations of Virtual Versus Human Instagram Influencers
1. Human-centered computing
  1. Human computer interaction (HCI)
    1. Empirical studies in HCI

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CHI '23: Proceedings of the 2023 CHI Conference on Human Factors in Computing Systems

April 2023

14911 pages

ISBN:9781450394215

DOI:10.1145/3544548

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LMU Munich, Germany60028717
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Tampere University, Finland60011170
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Google Research, USA60006191
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Massachusetts Institute of Technology, USA60022195
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Cited By

Yan XHuam HSade A(2024)Is AI Better than Humans? Unveiling the Boundary Conditions Under Which Virtual Influencers Outperform Human Influencers in Endorsing Sustainable ProductsSustainability10.3390/su1622989616:22(9896)Online publication date: 13-Nov-2024
https://doi.org/10.3390/su16229896
Kaate ISalminen JJung SRizun NRevina AJansen B(2024)Getting Emotional Enough: Analyzing Emotional Diversity in Deepfake AvatarsProceedings of the 13th Nordic Conference on Human-Computer Interaction10.1145/3679318.3685398(1-12)Online publication date: 13-Oct-2024
https://dl.acm.org/doi/10.1145/3679318.3685398
Yoo SPu KTruong K(2024)Behind the Pup-ularity Curtain: Understanding the Motivations, Challenges, and Work Performed in Creating and Managing Pet Influencer AccountsProceedings of the 2024 CHI Conference on Human Factors in Computing Systems10.1145/3613904.3642367(1-17)Online publication date: 11-May-2024
https://dl.acm.org/doi/10.1145/3613904.3642367
Kim WQuan W(2024)Eeriness Unveiled: A Natural Language Processing Investigation of Co-Presented Human and Virtual Influencers on InstagramCurrent Psychology10.1007/s12144-024-05972-z43:25(21966-21980)Online publication date: 22-Apr-2024
https://doi.org/10.1007/s12144-024-05972-z
Barbosa B(2023)Virtual InfluencersUsing Influencer Marketing as a Digital Business Strategy10.4018/979-8-3693-0551-5.ch008(163-188)Online publication date: 8-Dec-2023
https://doi.org/10.4018/979-8-3693-0551-5.ch008

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