The peril of perfection: how consumer power diminishes brand attitudes toward flawless virtual influencers

As influencer marketing expenditure (US$4.14B) rises, research on virtual influencers (VIs) has grown, yet it often overlooks how VI depiction affects consumers. This research (four studies) investigates how VIs with perfect versus imperfect images impact consumer brand attitudes. Drawing on social comparison theory, the study proposes that perfect VIs pose a threat to human identity, which mediates the relationship and leads to negative brand attitudes. Furthermore, the findings reveal the moderating roles of brand role and consumer power states. These effects were generalized across different populations and product categories, providing key insights for VI endorsement strategies.