"I Felt a Little Crazy Following a 'Doll'"

Virtual Influencers (VIs) are computer-generated characters, many of which are often visually indistinguishable from humans and interact with the world in the first-person perspective as social media influencers. They are gaining popularity by creating content in various areas, including fashion, music, art, sports, games, environmental sustainability, and mental health. Marketing firms and brands increasingly use them to capitalise on their millions of followers. Yet, little is known about what prompts people to engage with these digital beings. In this paper, we present our interview study with online users who followed different VIs on Instagram beyond the fashion application domain. Our findings show that the followers are attracted to VIs due to a unique mixture of visual appeal, sense of mystery, and creative storytelling that sets VI content apart from that of real human influencers. Specifically, VI content enables digital artists and content creators by removing the constraints of bodies and physical features. The followers not only perceived VIs' rising popularity in commercial industries, but also are supportive of VI involvement in non-commercial causes and campaigns. However, followers are reluctant to attribute trustworthiness to VIs in general though they display trust in limited domains, e.g., technology, music, games, and art. This research highlights VI's potential as innovative digital content, carrying influence and employing more varied creators, an appeal that could be harnessed by diverse industries and also by public interest organisations.