JOURNAL ARTICLE

Netnography and AI influencers.

  • Published In: Business Information Review, 2025, v. 42, n. 1. P. 29 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Dutta, Akanksha; Sharma, Anupam 3 of 3

Abstract

The article focuses on audience engagement with AI or virtual influencers on Instagram, examining the interactions with four prominent virtual influencers: Kyra, Imma, Leya Love, and Lil Miquela. Using a qualitative netnographic approach and content analysis of over 91,000 comments, the study identifies five key themes driving engagement: appreciation, freshness, competence, emotional attachment, and source affection. It proposes a theoretical framework suggesting that these factors influence user interaction differently depending on the level of anthropomorphism of the virtual influencer. The findings contribute to understanding how virtual influencers impact digital culture and marketing, highlighting their growing significance despite being computer-generated entities.

Additional Information

  • Source:Business Information Review. 2025/03, Vol. 42, Issue 1, p29
  • Document Type:Article
  • Subject Area:Sociology
  • Publication Date:2025
  • ISSN:0266-3821
  • DOI:10.1177/02663821241310374
  • Accession Number:183433769
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