What is it about?
The research offers three key takeaways: 1) Current state of play: Consumers show high interest in Immersive Virtual Influencers (IVIs), but actual long-term engagement remains limited. 2) What drives Immersive Time: The design elements and functions of IVIs matter. We uncover which features are most effective in prolonging the time spent with IVIs. 3) Two distinct user pathways: Newcomers and incumbents interact with IVIs differently. Each group values different functions, so IVI design must be tailored accordingly.
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Why is it important?
Our framework provides guidance for brands designing Immersive Virtual Influencers that keep both potential and experienced users sticking around in virtual brand worlds.
Read the Original
This page is a summary of: Logging In and Staying On: Exploring Immersive Virtual Influencers and How They Drive Consumers' Immersive Time, Journal of Consumer Behaviour, August 2025, Wiley,
DOI: 10.1002/cb.70028.
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