Effects of human versus virtual human influencers on the appearance anxiety of social media users

Fengyi Deng and Xia Jiang

Journal of Retailing and Consumer Services, 2023, vol. 71, issue C

Abstract: The association between social media use and an individual's appearance dissatisfaction has generated broad scholarly interests. This study explored the specific appearance dissatisfaction resulting from the effects of social media influencer images on the appearance anxiety of users, in particular the differences between human influencers (HIs) and emerging virtual influencers (VIs). Women (n = 178) aged 18–35 were randomly assigned to HI images, VI images, and scenic images (control group) and were asked to answer related questionnaires. The results showed that images of both HI and VI induced significantly higher appearance anxiety than in the control group. The participants who were exposed to VI images reported significantly lower appearance anxiety than those who were exposed to HI images. Participants' state appearance comparison played a mediating role between the images of social media influencers and appearance anxiety. In addition, participants who viewed VI images reported significantly lower state appearance comparison than those who viewed HI images. Insights for influencer marketing practice were further discussed based on the results.

Keywords: Social media influencer; Virtual influencer; Appearance anxiety; State appearance comparison (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (24)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:71:y:2023:i:c:s0969698922003265

DOI: 10.1016/j.jretconser.2022.103233

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