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Artificial yet credible: How virtual influencers overcome authenticity challenges

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  • Zhou, Amy
  • Liu, Yang
  • Dai, Yonglin

Abstract

Virtual influencers (VIs) present a paradox as they can be perceived as highly credible yet fundamentally inauthentic. Drawing on cognitive dissonance theory, this research examines how consumers resolve this conflict. Across two experiments, we show that credibility functions as a psychological repair mechanism, offsetting authenticity deficits and enabling persuasion.

Suggested Citation

  • Zhou, Amy & Liu, Yang & Dai, Yonglin, 2026. "Artificial yet credible: How virtual influencers overcome authenticity challenges," Journal of Business Research, Elsevier, vol. 206(C).
    • Handle: RePEc:eee:jbrese:v:206:y:2026:i:c:s0148296325007635
    DOI: 10.1016/j.jbusres.2025.115940
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