Why does the look of digital influencers matter?

In an era where your favourite Instagram personality might be made of pixels rather than flesh and bone, new research suggests that how "human" these digital stars look can significantly sway what you choose to buy.

A recent study published in the Journal of Retailing by researchers Ozan Ozdemir,  ’24 PhD, Feyzan Karabulut, '25 PhD, and Paul R. Messinger from the Alberta School of Business reveals a surprising psychological quirk: we trust virtual influencers (VIs) more when they look realistic, but only if they are pitching something we can actually touch.

As brands like Prada, Samsung and IKEA increasingly swap human celebrities for computer-generated imagery (CGI), the study explores the boundaries of these digital endorsements. The findings arrive at a time when virtual influencers are no longer a novelty; a recent survey found that 58 per cent of consumers follow at least one.

The 'proximal' problem

The core of the discovery lies in "proximal sensory capabilities" — the ability to touch, taste, or smell. Because virtual influencers are composed of underlying code, they technically cannot experience the crunch of a chip or the softness of a sweater.

However, the research found that when a virtual influencer has high "form realism" — meaning they look almost indistinguishable from a human — consumers subconsciously attribute those missing senses to them.

"Virtual influencers with high (vs. low) form realism generate a more positive attitude toward the brand," notes Messinger, further explaining that the more realistic the avatar, the more we believe they can actually "feel" the product they are endorsing.

Conversely, when an influencer looks more like a 2D cartoon (low realism), their lack of physical senses becomes a "red flag" for shoppers. If they can't taste the coffee, how can they recommend it?

When reality doesn't matter

The rules of the game change when the product itself is digital. The study conducted experiments using both physical items, like coffee and clothing, and non-physical items, like video games and digital books.

When a virtual influencer promotes a digital product, their appearance matters far less. Since a human wouldn't need their sense of smell to enjoy an e-book or a video game, consumers don't care if the virtual influencer lacks that sense either. In these cases, a cartoonish avatar is just as effective as a hyper-realistic one.

The study emphasizes that as the digital and physical worlds continue to blur, understanding these psychological triggers is vital for the future of marketing.

"This research sheds light on the factors that influence virtual influencers' effectiveness in brand endorsements by examining their form realism and its interaction with the product domain," says Messinger. “It also offers practical implications for retailers regarding selecting the right influencer and crafting effective endorsement campaigns.”

Key takeaways

• Realism drives trust for physical goods: Hyper-realistic virtual influencers are more effective at selling physical products (like food or fashion) because we imagine they can actually "sense" the quality.
• The "senses" gap: Consumers are less likely to favour a brand if a cartoonish influencer is endorsing a product that requires taste, touch, or smell, as the lack of those senses feels more obvious.
• The "digital equalizer": When it comes to non-physical goods like software, video games, or e-books, the influencer’s appearance ceases to matter. Because these products don't require physical senses to enjoy, a cartoonish avatar is just as persuasive as a hyper-realistic one.
• A growing trend: With over half of consumers following virtual entities, brands are choosing VIs because they don't get tired, don't get sick and can be "filmed" anywhere in the world instantly

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Read the full article in the Journal of Retailing at DOI:10.1016/j.jretai.2025.04.002

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