Exploration of Engagement and Interaction Patterns with Virtual vs Human Influencers: A 24-Month Comparison of Two Breton Personalities

Charlotte De Sainte Maresville (), Christine Petr () and Felipe Restrepo ()
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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]

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Abstract: Virtual influencers, defined as computer-generated personas operated by creative teams, are reshaping influencer marketing, yet their reception compared to human influencers remains uncertain. While studies conducted in several countries suggest that novelty may stimulate engagement, evidence from the breton context, where authenticity and proximity are central evaluative criteria, remains limited. This exploratory study compares, over a 24month period, the performance of a virtual influencer and a human influencer with comparable audience size and thematic focus. Results show no statistically significant difference in engagement, including likes, comments and interaction rate. However, user interactions with the virtual influencer display slightly more polarized reactions, although negative comments remain extremely rare overall. These findings suggest that virtual influencers may integrate into the Breton digital landscape without clearly outperforming or underperforming human influencers. The study contributes to contextualizing virtual influencer effects in Europe and highlights the need for controlled experimental research to further examine the roles of authenticity and technological innovation.

Keywords: Influencer marketing; Perception; Authenticity; Engagement; Human influencers; Virtual influencers; Virtual influencers Human influencers Engagement Authenticity Perception Influencer marketing (search for similar items in EconPapers)
Date: 2026-01-15
Note: View the original document on HAL open archive server: https://hal.science/hal-05464776v1
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Published in IMTC 2026, ESCP Business School, Jan 2026, Berlin, France

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