Beyond the Pixels : Psychographic Profiling of Virtual Influencers’ Followers in Social Media

Authors

  •   Anand Thakur Professor, Head & Dean, School of Management, Central University of Punjab, Bathinda - 151 401, Punjab
  •   Kavita Singla Research Scholar (UGC-SRF) (Corresponding Author), School of Management, Central University of Punjab, Bathinda - 151 401, Punjab
  •   Kamini Singla Research Scholar (UGC-SRF), School of Management, Central University of Punjab, Bathinda - 151 401, Punjab
  •   Mohammed Irshad T. M.Com. Student, School of Management, Central University of Punjab, Bathinda - 151 401, Punjab
  •   Simran Kaur M.Com. Student, School of Management, Central University of Punjab, Bathinda - 151 401, Punjab
  •   Parwinder Kaur M.Com. Student, School of Management, Central University of Punjab, Bathinda - 151 401, Punjab

DOI:

https://doi.org/10.17010/ijom/2025/v55/i3/174833

Keywords:

social media influencer

, virtual influencer, cluster analysis, attitudinal homophily, perceived reciprocity.

Paper Submission Date

, August 10, 2024, Paper sent back for Revision, February 14, 2025, Paper Acceptance Date, February 24, Paper Published Online, March 15, 2025

Abstract

Purpose : In the evolving landscape of artificial intelligence (AI), virtual influencer (VI) marketing has surged in popularity on social media platforms. The present study delved into the core determinants influencing social media users’ attitudes toward VIs on Instagram. It categorized the respondents based on their psychographic and demographic attributes.

Design/Methodology/Approach : The study employed exploratory factor analysis (EFA) to determine the fundamental dimensions of the influencer’s preferred factors and hierarchical and K-Means cluster analysis to classify 182 followers based on the homogeneity of their attributes.

Findings : The EFA findings illuminated four intrinsic dimensions of VIs: (a) attitudinal homophily, (b) aesthetic influence, informativeness, and ad content value, (c) perceived reciprocity, and (d) perceived originality. K-Means clustering classified respondents into two segments: VR enthusiasts and discerning realists.

Practical Implications : The study offered useful strategic implications for VI marketing. Marketers refined their criteria for selecting VIs and designed segment-specific marketing campaigns to cater to the distinct preferences of VR enthusiasts and discerning realists.

Originality : The originality of this study lies in its comprehensive exploration of the evolving domain of VI marketing within the context of AI advancements.

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Published

2025-03-15

How to Cite

Thakur, A., Singla, K., Singla, K., T., M. I., Kaur, S., & Kaur, P. (2025). Beyond the Pixels : Psychographic Profiling of Virtual Influencers’ Followers in Social Media. Indian Journal of Marketing, 55(3), 52–68. https://doi.org/10.17010/ijom/2025/v55/i3/174833

Issue

Volume 55, Issue 3, March 2025

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

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