Self‐Comparing With Virtual Influencers: Effects on Followers' Wellbeing

ABSTRACT While there is pervasive research on virtual influencers (VIs) and their impacts on consumer behaviors, there is a lack of understanding of their effects on followers' wellbeing. Drawing on social comparison theory, in this study, we examine how followers self‐compare with VIs and what the effects of this process are on their wellbeing. Based on a qualitative study, involving 31 interviews with followers of VIs on Instagram, we found that they experience both upward and downward comparison. The upward comparison made them feel envious, jealous (i.e., contrastive), or inspired, optimistic, and admired (i.e., assimilative) while the downward assimilative comparison made the followers worry or feel sympathy with the VI they follow. Moreover, we found another set of emotions that can be triggered by the process of social comparison with a VI, such as feelings of shame due to the nature of the influencers not being human. Individuals cope with the negative effects of self‐comparing through emotional and behavioral regulations.