Virtual companions on social media: exploring user relationships with virtual fashion influencers

Para-social interaction (PSI) refers to the illusory relationships between media characters and users and has been studied recently. However, the digital era necessitates a contemporary exploration of PSI in the context of emerging media forms. This study examines PSI between virtual fashion influencers (VFIs) and Instagram users, guided by actor-network theory (ANT) and a review of the literature. We apply four core segments of ANT—problematisation, interessement, enrolment, and mobilisation—and three key properties of PSI—companionship, person-program interaction, and empathy—as foundational elements. Using content analysis, we investigate 30 posts featuring five Asian VFIs and their associated fashion content. User interviews are conducted to explore the dynamics of interactions with VFIs. Our findings highlight PSI characteristics related to ANT, increasing understanding of user perceptions and virtual fashion influencer engagement. This research offers insights into user expectations and perceptions of PSI with VFIs and discusses potential benefits for brands in the fashion industry.