Human vs virtual influencers: what elements influence the followers in the hyperconnected environment

Purpose This study explores the dynamic relationship between followers and two distinct types of digital influencers: human influencers (HIs) and virtual influencers (VIs). This study aims to identify the unique emotional, rational, communicative and interactive attributes that attract followers to each type, contributing to a deeper understanding of digital influencer marketing. Design/methodology/approach Adopting a mixed-method approach, this research integrates netnography and semistructured interviews to provide an in-depth analysis of how HIs and VIs engage with their audiences. This methodological framework allows for a nuanced examination of the ways in which these influencers cater to their followers’ needs and preferences within the digital landscape. Findings This study reveals that HIs foster follower engagement through emotional support, self-development opportunities, content versatility and hyper-immersion, fulfilling audience needs for empathy, personal growth and consistent interaction. In contrast, VIs captivate their audiences through emotional expressiveness, functional efficiency, archetypal adaptability and ubiquity, appealing to the demand for immersive and adaptive digital experiences. The findings highlight the significant efforts both HIs and VIs invest in sustaining follower relationships, balancing authenticity, content diversity and audience interaction. Originality/value This research advances the influencer marketing literature by providing a comparative analysis between HIs and VIs, enriching previous studies. It underscores the intricate labor involved in influencer marketing and provides strategic insights for brands and influencers seeking to effectively engage diverse digital audiences. Furthermore, this study enriches academic discussions on digital intimacy and influencer marketing strategies, offering novel perspectives on the evolving landscape of digital influence.