Influencer Marketing, Narrative Transportation, and Consumer Well-Being: An Exploration of How Virtual Influencers Impact Followers' Well-Being

With recent advancements in technologies such as artificial intelligence and computer-generated imagery, virtual influencers (VIs) have become prominent branding tools that command high engagement rates. Most extant research explores the marketing outcomes of using VIs in brand campaigns. However, little is known about how interacting with VIs on social media platforms may affect consumers' well-being. This research takes a comprehensive approach, developing a nuanced understanding of whether (and how) human-like VIs (HVIs) impact consumers' well-being. We employ a conceptual development approach drawing on scholarship from influencer marketing, narrative transportation, and consumer well-being and gather additional support for the conceptual framework from data collected by interviewing 25 followers of HVIs. The conceptual framework proposes that when interacting with influencers' social media posts, followers experience narrative transportation, which positively influences followers' hedonic and eudaimonic well-being. However, the conceptual framework also proposes that these relationships are moderated by the type of influencer (human vs. virtual) sharing the post. Specifically, we suggest that interactions with HVIs provide followers with enjoyment (hedonic well-being) and support their self-acceptance, personal growth, relationships, and autonomy (eudaimonic well-being). We also provide initial evidence of the favorable marketing outcomes of enhanced well-being from engagement with HVIs, including contemplation of brand purchase. The study thus advances extant VI literature by proposing a theoretically and empirically informed conceptual model that examines HVIs' influence on consumer well-being. Also, it contributes to addressing the broader calls for research on the impact of social media and influencer marketing on consumer well-being.