Trust and Credibility of Virtual influence: (Hyper-Realistic vs. Animated) Among Egyptian Youth | ||||
| المجلة العلمية لبحوث العلاقات العامة و الإعلان | ||||
| Article 12, Volume 2025, Issue 33, July 2025, Page 1-37 PDF (1.19 MB) | ||||
| Document Type: المقالة الأصلية | ||||
| DOI: 10.21608/sjocs.2025.446154 | ||||
 View on SCiNiTO | ||||
| Author | ||||
| Sarah Shakwy El Mokadem | ||||
| * Associate Professor in the Department of Mass Communication, Faculty of Al Alsun and Mass Communication, Misr International University. | ||||
| Abstract | ||||
| This study investigates the perceptions of Egyptian youth toward virtual influencers (VIs), focusing on the interplay between anthropomorphism (hyper-realistic vs. animated designs) and key dimensions of trust, authenticity, relatability, and engagement. Grounded in the Uncanny Valley Theory and the CASA Paradigm, the research examines whether human-like qualities—such as emotions and social cues—enhance credibility or trigger discomfort. A survey methodology was employed, comparing two prominent VIs: the hyper-realistic Maquila and the cartoonish Noonoouri. Results revealed a slight preference for hyper-realistic VIs, yet perceived human-like traits did not significantly influence trust or engagement. Instead, cultural context and transparency emerged as critical factors shaping acceptance. The findings challenge assumptions about anthropomorphism’s universal appeal, suggesting that Egyptian youth prioritize authenticity and clarity over realism. Notably, skepticism toward VIs persisted, with low overall trust scores, underscoring the need for ethical transparency in VI marketing. The study contributes to global VI literature by highlighting regional nuances in consumer behavior, particularly in developing markets where cultural and religious values may mediate technology adoption. Practical implications for marketers include tailoring VI campaigns to local sensibilities and emphasizing transparency to mitigate distrust. Future research should explore cross-cultural comparisons and longitudinal shifts in VI perceptions as digital landscapes evolve. | ||||
| Keywords | ||||
| Virtual Influencers; Uncanny Valley theory; CASA Paradigm; Egyptian Youth | ||||
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