Too Fake to Influence? The Cultural Rejection of Virtual Influencers in France's AI-Driven Market

Charlotte De Sainte Maresville (), Christine Petr () and Russell Belk ()
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Charlotte De Sainte Maresville: UBS - Université de Bretagne Sud, UBS Vannes - Université de Bretagne Sud - Vannes - UBS - Université de Bretagne Sud, LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO EPE - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO EPE - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris]
Christine Petr: LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO EPE - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO EPE - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris], UBS - Université de Bretagne Sud, MARSOUIN - Môle Armoricain de Recherche sur la SOciété de l'information et des usages d'INternet - UR - Université de Rennes - UBS - Université de Bretagne Sud - ENSAI - Ecole Nationale de la Statistique et de l'Analyse de l'Information [Bruz] - Groupe ENSAE-ENSAI - Groupe des Écoles Nationales d'Économie et Statistique - UBO EPE - Université de Brest - IMT - Institut Mines-Télécom [Paris] - UR2 - Université de Rennes 2 - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris]
Russell Belk: YORKU - Schulich School of Business [York University] - York University [Toronto]

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Abstract: Virtual influencers (VIs) are increasingly used in global digital marketing, yet their adoption in France remains limited. This study investigates the cultural and perceptual factors driving French consumers' reluctance toward VIs. Using a mixed-method design (23 interviews, a focus group with 13 participants, and real-life videography) we analysed reactions to nine VIs before and after the disclosure of their virtual nature. Results show low engagement and identification prior to disclosure, followed by strong feelings of deception once participants learned the influencers were artificial. Perceived lack of authenticity, limited trust, and scepticism toward algorithmic systems emerged as central barriers. These findings contrast with more favourable perceptions observed in the United States and South Korea, highlighting the role of cultural expectations regarding transparency and authenticity in France. The study suggests that VIs are not yet credible persuasive agents in the French market; their potential lies instead in enhancing interactive brand experiences. Future research should assess whether this resistance reflects temporary market immaturity or deeper cultural dynamics.

Keywords: Digital engagement; French culture; Trust; Authenticity; Virtual influencers (search for similar items in EconPapers)
Date: 2025-10-09
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Published in ACR25, Association for Consumer Research, Oct 2025, Washington DC (U.S.A), United States

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05362586

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