Can Virtual Influencers Induce Destination Visit Intentions? A Mediation Analysis Journey Through the Uncanny Valley

Human social media influencers are facing a challenge due to the advent of the following line of influencers: computer-generated imagery, known as “Virtual influencers.” This study aims to capture initial insights about the emergence of virtual influencers and their influence on tourists’ destination visit intentions. Data collected through a quantitative online survey-based study from 400 tourism consumers in India, who are also Instagram users, is analyzed using Smart PLS 4.0. Using the Uncanny Valley theory, this study demonstrates that the presence of a virtual influencer in social media posts negatively affects tourists’ destination visit intentions, perceived content originality, and perceived brand-influencer congruence and positively effects perceived content uniqueness. Furthermore, perceived content uniqueness positively mediates the relationship between virtual influencer presence and destination visit intention, whereas perceived content originality and perceived brand-influencer congruence negatively mediate the relationship. Therefore, brand managers should make virtual influencers’ content more relatable and authentic to generate favorable consumer evaluations.