Exploring the Dimensions of Virtual Influencer Effectiveness: A Conceptual Framework for Realness and Relatability

Abstract

This thesis investigates how Perceived Realness and relatability, considered independently at the persona and message levels, influence consumer trust and engagement with VIs in digital marketing. Prior research frequently combines persona characteristics (e.g., human-likeness, behavioural realism) and message techniques (e.g., narrative tone, emotional framing) into a single “authenticity” construct, which limits theoretical accuracy. Based on Parasocial Relationship (PSR) theory, I propose and test a dual-lens 2x2 framework that views persona-level and message-level realness and relatability as independent yet interconnected pathways through which VIs develop parasocial connections, trust, and engagement.

A qualitative study design was used. Sixteen social media users were purposively recruited (N = 16; age ≥ 21; active on Instagram and/or TikTok) and participated in semi-structured interviews conducted either in person or online. Each interview lasted 30 to 45 minutes and was audio-recorded with the participant’s agreement. Audio-recorded interviews were transcribed, resulting in a total of 108 pages of transcripts, and processed inductively using Braun and Clarke’s (2006) thematic analysis. Analysis yielded seven key themes. The findings demonstrate that the proposed 2x2 typology reveals VIs produce influence through two separate design configurations: Synergised and Complementary. The findings indicate that Synergised Relatability promotes emotional connection, whereas Synergised Realness promotes cognitive trustworthiness. Importantly, complementary designs bridge gaps by allowing Message Relatability to compensate for poor persona reality (for example, cartoon-like avatars). Furthermore, interaction serves as a key moderator, increasing authenticity in all configurations.

The thesis makes a theoretical contribution by clarifying how persona and message mechanisms collaborate to produce PSRs with non-human agents, a methodological contribution by demonstrating the value of depth-interview evidence for understanding these processes, and a practical contribution by providing a Strategic Framework for VI Implementation as actionable advice for marketers. This framework guides marketers in calibrating visual and narrative cues to balance cognitive trust and emotional resonance, avoiding the uncanny valley while maximising engagement.