Disentangling Negative Sentiment towards Virtual Influencers: Towards a Taxonomy of Criticism

Hyper-realistic Virtual Influencers (VIs) offer several strategic advantages, such as heightened control over brand image, but also encounter public skepticism, especially regarding their authenticity. This study explores audience-driven negative sentiment toward VIs by analyzing user comments on Instagram posts from ten selected VIs. Building on the Computers Are Social Actors (CASA) paradigm, we introduce a triadic perspective on the phenomenon that incorporates the commenting public as co-constructors of public judgment. Employing a netnographic approach and applying the Gioia method, we conduct a qualitative analysis of user-generated content to identify the primary aspects of criticism behind the rejection of VIs. The data reveal three overarching dimensions of critique: perception of inauthenticity, unethical behavior, and harmful societal implications. We present the results as a comprehensive taxonomy of rejection motives, contributing theoretical insight into the socio-psychological dynamics surrounding VIs and practical implications for VI design and marketing strategies that align with audience expectations.