Significance of Visual Realism – Eeriness, Credibility, and Persuasiveness of Virtual Influencers

Abstract

Though human-like design can increase favorable social behaviors like familiarity and acceptance, it can also question the technology’s effectiveness, rationality, and functionality. With capabilities that allow technology to become more and more human-like, researchers and practitioners continue to delve over the efficacy and deployment of humanness in design. In this research paper, we measure positive and negative perceptions towards different levels of humanness among an emerging form of digital character: the virtual influencer. In doing so, we assess the efficacy of human-like design among virtual influencers by manipulating their visual realism and measuring the effect of this manipulation on their credibility and persuasiveness. Our experimental design also allows us to explore the existence of the uncanny valley in a novel technological context.