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Fostering Parasocial Relationships with Virtual Influencers in the Uncanny Valley: Anthropomorphism, Autonomy, and a Multigroup Comparison

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  • Liu, Fanjue
  • Wang, Rang

Abstract

The rise of virtual influencers has significantly transformed the dynamics of influencer-follower relationships. Integrating uncanny valley and parasocial relationship theories, in this study we construct and validate a model to delineate how the anthropomorphism of virtual influencers—characterized by humanness, attractiveness, and eeriness—affects the strength of parasocial relationships. Using survey data from 826 Instagram users, we reveal that this process is mediated by trustworthiness and wishful identification, with autonomy serving as a moderator that interacts with these anthropomorphism characteristics. We also examine variations in relationship development between existing followers and prospective followers, revealing that these two groups utilize distinct criteria to establish parasocial relationships with virtual influencers. Furthermore, we contribute to the ongoing debate on the uncanny valley phenomenon, showing that the relationship between virtual influencers’ anthropomorphism and perceived trustworthiness aligns more closely with a linear model than a curvilinear one. Theoretical and practical implications are discussed.

Suggested Citation

  • Liu, Fanjue & Wang, Rang, 2025. "Fostering Parasocial Relationships with Virtual Influencers in the Uncanny Valley: Anthropomorphism, Autonomy, and a Multigroup Comparison," Journal of Business Research, Elsevier, vol. 186(C).
    • Handle: RePEc:eee:jbrese:v:186:y:2025:i:c:s0148296324005289
    DOI: 10.1016/j.jbusres.2024.115024
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    2. Audrezet, Alice & Koles, Bernadett & Moulard, Julie Guidry & Ameen, Nisreen & McKenna, Brad, 2025. "Virtual influencers: Definition and future research directions," Journal of Business Research, Elsevier, vol. 200(C).
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    5. Cao, Yijia & Yao, Yongheng (Angus) & Wang, Fang, 2026. "Anthropomorphism of virtual influencers: A congruence perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 89(PA).

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