Navigating the uncertainty path of virtual influencers: Empirical evidence through a cultural lens

• Published in: Technological forecasting & social change 2025-01, Vol.210, p.123896, Article 123896
• Main Authors: Rizzo, Cristian, Baima, Gabriele, Janovská, Kamila, Bresciani, Stefano
• Format: Article
• Language: English
• Subjects: Artificial intelligence; Collectivism; Culture; Hofstede; Uncertainty avoidance; Virtual influencer
• ISSN: 0040-1625
• DOI: 10.1016/j.techfore.2024.123896

The rise of artificial intelligence is changing the way companies interact with consumers. In the social media context, this has led to the spread of virtual influencers (i.e., influencers that may look human but are not). These new kinds of influencers are gaining popularity on social media, sponsoring renowned brands, and attracting new consumer segments. Despite this, it is still unclear how consumers with different cultural backgrounds may react to them. Based on Hofstede's cultural dimensions theory, we developed two studies showing how collectivistic countries with low uncertainty avoidance are more inclined to exhibit positive attitudes toward these new influencer types. Based on these findings, we provide a diagnostic tool that may orientate companies on how to develop successful collaboration with virtual influencers by limiting possible social concerns. •The paper examines the perception of VI across cultures•It shows that collectivistic cultures tend to follow more VIs•Social psychological distance mediates the effect of cultural factors on intentions•Collectivistic cultures with low uncertainty avoidance are more favourable to VIs