Comparing artificial intelligence communication in China and globally: perspectives on fans’ interactions with top virtual influencers

Purpose The rise of virtual influencers (VIs) has reshaped influencer culture, yet existing literature lacks a cross-cultural examination of how VIs foster engagement from media communication and fan perspectives. Notably, factors influencing VI-fan engagement remain underexamined, leading to inconsistent findings and a critical knowledge gap. This study aims to address this gap by identifying overlooked determinants of VI-fan interactions, thereby enhancing such engagement both in China and globally. Design/methodology/approach A mixed-method approach, integrating content analysis and statistical analysis, was employed to compare fan engagement among top Chinese and global VIs, with theoretical grounding in the information adoption model and the eWOM narrative model. Findings The study identified the specific effects of platform differences and content types on VI-fan engagement. Additionally, it developed a content typology tailored to enhance such engagement, offering actionable insights for optimizing VI-fan engagement. Practical implications It provides detailed guidance on brand management for VIs, aiding in strategic decisions such as VI design, platform selection and content curation to strengthen fan engagement, whether for Chinese or global VI campaigns. Originality/value It fills a key literature gap by providing cross-cultural evidence on VI-fan engagement – an area previously marked by insufficient and inconsistent findings. Its focus on comparative analysis between China and the global context adds unique value, addressing the lack of cross-cultural analysis in existing studies.