Why do we follow Rozy?: In-depth interviews with followers of the virtual influencer Rozy on Instagram

This case study examines how and why people follow Rozy, a prominent virtual influencer in South Korea, and how her followers perceive her in comparison with human influencers and celebrities. Drawing on online observation of Rozy’s Instagram account and in-depth interviews with 10 followers, the study explores the relationships that emerge around a virtual influencer in practice. The findings show that following Rozy did not necessarily indicate fandom. Rather, the participants in this study often followed her out of curiosity about digital trends, technological novelty, and visual style, while maintaining relatively low levels of affective attachment. Some visible follower accounts also consisted of virtual, corporate, or unidentifiable accounts, complicating any simple equation between follower counts and fandom. Although participants sometimes viewed Rozy’s virtuality positively—for example, as freeing her from the scandals associated with human celebrities—her limited real-time interaction, lack of embodied authenticity, and thin narrative depth constrained emotional attachment and trust. Participants also contrasted Rozy with animated or fictional characters who invite deeper affection through richer backstories and greater interpretive openness. Based on these findings, the study conceptualizes Rozy’s followers, in this case, as closer to “observers” than to fans or consumers. The article argues that visual realism alone is insufficient to sustain fandom around virtual influencers; rather, interactivity, credibility, and narrative richness are more important in shaping audience attachment.