领域：学术论文 · 社会科学

Insert Table 1
As shown in Table 1, diverse theoretical perspectives and methodological approaches have emerged in relation to the study of influencers. Follower and human influencer perspectives are common (Franke et al. 2023). Recently, the emergence of virtual influencers has provided brands
with new ways to communicate with consumers (Ramadan et al. 2021). This development offers a fresh perspective on the role of influencers, particularly concerning the role of virtual influencers (e.g., Lou et al. 2023; Mouritzen et al. 2023) within traditionally human-focused social media ecosystems. Virtual influencers are computer-generated, animated characters that behave like real humans, and are usually controlled by firms or agencies (Hofeditz et al. 2022). They are becoming increasingly realistic, narrowing the gap between humans and virtual agents (Sands et al. 2022).
They tend to gather a large number of followers (Thomas and Fowler 2020) as they offer consumers unique social interactions that bridge the real and imaginary worlds (Arsenyan and Mirowska 2021). Virtual influencers represent the direction in which brands embed artificial intelligence (AI) in their communications (Ahn et al., 2022), enabling new forms of interaction between consumers and AI-powered agents (Huh et al. 2023). Virtual influencers can offer brands a number of advantages over human influencers, such as content control, flexibility (Miao et al. 2021), and enhanced perceived ad novelty (Franke et al. 2023). Therefore, it is not surprising that brands leverage the unique relationship between virtual influencers and followers. However, our current 7 knowledge of this phenomenon is limited, because virtual influencers integrate both human and virtual features. To uncover the nature of the virtual influencer-follower relationship, there is a need to understand the identity of virtual influencer, as it defines their relationships with their followers (Mrad et al. 2022). To attest to their identity, virtual influencers rely on perceived anthropomorphism (Ahn et al. 2022). Anthropomorphism is an inductive inference process by which consumers attribute human-like characteristics, intentions, or mental states to nonhuman agents (Waytz et al. 2010). It can lower reactance towards virtual agents (Fernandes and Oliveira 2021), make interactions more effective,and influence consumer trust in promotional content (Touré-Tillery and McGill 2015). A growing number of researchers have explored the influence of anthropomorphism on consumer interactions with AI agents, particularly chatbots (e.g., Crolic et al. 2022). Anthropomorphism enhances consumers’ perceptions of chatbots’ social presence and emotional connections to firms (Araujo 2018). A highly anthropomorphic chatbot can prompt consumers’ perceptions of a human actor and satisfy their human interaction needs (Sheehan et al. 2020). However, the nature of interactions with chatbots differs from that with virtual influencers, and the findings from this literature may not apply to virtual influencers. Companies use chatbots to engage with consumers in conversational settings (Youn and Jin 2021). Their relationships with consumers are two-sided, short-lived, goal-oriented, and functional. Consumers engage in conversations with robots to perform tasks. Nonetheless, the relationship between virtual influencers and consumers is different, as it involves repeated interactions, leading to strong bonds and relational patterns (Mrad et al. 2022). Knowledge of the relationship with the audience is crucial for understanding the impact of virtual influencers on consumers. To date, researchers have addressed the relationship between human influencers and followers through parasocial relationship lenses, as discussed in the next section. A parasocial relationshipis readily applicable to human influencers (Labrecque 2014) but it is even more relevant in the case of virtual influencers, as they are non-sentient and unable to build bonds by themselves.However, consumers can develop an attachment to virtual influencers that resemble human interaction with the help of the human-like identity that virtual influencers present.
Parasocial relationship theory
Parasocial relationships are one-sided relationships that humans form with media figures or online characters such as social media influencers (Lou et al. 2023). Similarly, relationships between humans and virtual influencers fall within the parasocial relationship category. A sense of connection, relational intimacy, and emotions may develop even when the ‘subject’ is unaware of their existence. By definition, parasocial relationships are primarily one-sided because relational knowledge and interest remain unreciprocated (Escalas and Bettman 2017). Although there is a friendly atmosphere between the media persona and their audience (Horton and Wohl 1956), the media persona does not possess the same relational knowledge as the individuals in their audience. Parasocial relationships represent unreciprocated bonds driven by feelings of intimacy, kinship, and attachment. Traditionally, researchers have identified these dynamics in TV and radio contexts (Horton and Wohl 1956); however, they are also deemed relevant in various other settings, including social media, where influencers reveal life events and everyday moments that create relationship intimacy and perceived reciprocity among their followers (Lou 2021). Researchers have extended the notion of parasocial relationships to avatars, robots (Whang and Im 2021) and brands in general (Labrecque 2014). The frequency of engagement, including even low-level interactions, such as seeing others, helps in relationship development (Heide and Miner 1992). This is relevant in both real-life and online settings. Marketers draw on trust in parasocial relationships, for instance, in celebrities endorsing products (Chung and Cho 2017), which is well-received by consumers and increases their purchase intention to endorse products (Lou 2021). Nonetheless, developing a parasocial relationship also
depends on perceived authenticity and credibility (Whang and Im 2021), including an organic fit between the influencer and the endorsed products/services. Perceived similarities strengthen relationships: humans are naturally drawn to others who have similar traits and characteristics, even if these similarities only exist at the level of perception and even if the subject of attraction is non-human (Whang and Im 2021). However, a non-human entity is typically perceived as genuine when it is anthropomorphized and human-like (Whang and Im 2021). Perceived mutuality is stronger with human-like non-humans (Whang and Im 2021), and consumers associate higher levels of consciousness and responsibility with them, as opposed to less human-like non-humans (Aggarwal and McGill 2007). Both the study of parasocial relationships and social comparison theory are concerned with relationships, social interactions, and self-worth. Parasocial relationships influence self-evaluation and perceived self-worth. For instance, when people compare themselves unfavorably to celebrity figures, their self-esteem may decrease (Staniewski and Awruk 2022). The existing literature in this area lacks an in-depth understanding of how anthropomorphization influences parasocial relationships and social comparisons between virtual influencers and their followers. The following section delves into the relevant aspects of social comparison theory. 
Social comparison theory
Social comparison processes can influence identification; thus, followers may assess their position within a group of fans. This may be a human or non-human fan group; in either case, the parasocial relationships within the follower group can contribute to an individual’s social identity (Aw and Chuah 2021). Social comparison is a widely shared human trait that involves comparing ourselves to others and is an important element of human life. This theory explains how individuals compare themselves to others and gain or lose self-esteem, depending on evaluations of their abilities, achievements, beliefs, attitudes, and appearances compared to those of their peers (Festinger 1954). Advertising scholarship shows that social comparisons to idealized celebrities can lower one’s self-esteem related to physical attractiveness and financial success (Gulas and McKeage 2000), and increase the sharing of materialistic values enacted through imitation, such as the purchase of products that celebrities possess (Chan and Prendergast 2008).
Goethals (1986) views social comparison theory as a natural extension of researching how people evaluate themselves, approach their reference groups, and the comparative functions reference groups provide, including pressure towards conformity. Suls and Wheeler (2013) identified influencing factors in social comparison theory, such as individuals’ adaptiveness, egocentrism, tendency for projecting, approaches to belief formation, and whether individuals critically revisit or review beliefs. Social comparisons may lead to both positive (e.g., feeling motivated to improve) and negative emotions. For instance, envy towards those perceived as more attractive may lead to undervaluing them in other areas, such as professional skills (Bower 2001).Incorporating social comparison theory into our theorization opens up versatile possibilities. Comparisons are inherent in relationships with others and in one’s own relationships with oneself. Researchers have used it to study burnout (Buunk and Schaufeli 2018) and deception regarding consumption (Argo et al. 2006). This theory identifies multiple ways of making comparisons. Comparisons can range from extremely negative (upward comparisons) to highly positive valence (downward comparisons) (Goethals 1986). Examples of negativity relate to a lack of selfappreciation, depressive feelings, distress, and offending others, whereas positivity is typically about feeling more motivated and grateful as a result of social comparisons. Despite their practical relevance, little is known about social comparisons that occur between humans in relation to virtual influencers. Hence, this study addresses the following research question: How does the virtual influencer phenomenon influence followers’ online social experiences through social comparisons and parasocial relationships? This study sought to uncover how social comparisons and parasocial relationships manifest in the virtual influencer phenomenon. It aims to further understand how individuals perceive themselves in comparison to virtual influencers and how they form emotional relationships with them. Utilizing a theory of knitting approach following De Pelecijn et al. (2023), synergies have been identified between the key theoretical streams of anthropomorphization, parasocial relationships, and social comparison theory:relevance, little is known about social comparisons that occur between humans in relation to virtual influencers. Hence, this study addresses the following research question: How does the virtual influencer phenomenon influence followers’ online social experiences through social comparisons and parasocial relationships? This study sought to uncover how social comparisons and parasocial relationships manifest in the virtual influencer phenomenon. It aims to further understand how individuals perceive themselves in comparison to virtual influencers and how they form emotional relationships with them. Utilizing a theory of knitting approach following De Pelecijn et al. (2023), synergies have been identified between the key theoretical streams of anthropomorphization, parasocial relationships, and social comparison theory:

翻译考点：
考点1：”human influencer“推荐翻译为“真人网红”，因这篇文章的人工智能语境，人类与AI形成对比。翻译为网红、人类影响者均不对。
考点2：“virtual influencers”推荐翻译为“虚拟网红”，注意全文的人工智能营销、网红营销的语境。
考点3：”This development offers a fresh perspective on the role of influencers,”推荐翻译为“这一发展为研究网红的角色提供了新鲜视角，“
考点4：”ecosystems.”社交媒体生态”
考点5：“virtual agents”应结合上下文语境和学界惯例翻译为“虚拟人”
考点6：“direction”推荐翻译为趋势
考点7：“enabling”推荐翻译为使XX成为可能
考点8：“ perceived anthropomorphism"推荐翻译为“感知拟人性（感知拟人度也可）“
考点9：”attribute to ”推荐翻译为”将XXX赋予“。
考点10：”settings“推荐翻译为“情境”
考点11：”reveal“推荐翻译为“分享”
考点12：”avatars“推荐翻译为“虚拟形象”
考点13：”relevant“推荐翻译为“适用的”
考点14：”human or non-human fan group“应翻译为”崇拜真人或虚拟角色的粉丝群体“
考点15： “increase the sharing of materialistic values enacted through imitation,“ 推荐翻译为”增加通过模仿来实现的物质主义价值观的传播“
考点16： ”practical relevance“推荐翻译为”实际相关性“
考点17：”key theoretical streams“推荐翻译为”关键理论脉络“
考点18：“Nonhuman agents”推荐翻译为“非人类主体”