Shyness vs Confidence : The Effect of Virtual Influencer Personalities on Social Media Users' Well‐Being and Addiction

Sattar, Amna A. and Ul Haq, Junaid and Saleem, Aysha and Ahmad, Wasim (2024) Shyness vs Confidence : The Effect of Virtual Influencer Personalities on Social Media Users' Well‐Being and Addiction. Psychology and Marketing. ISSN 0742-6046

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Abstract

This research investigates the influence of virtual human personalities on user well‐being and addiction in a social media context. This quantitative study engaged 550 Instagram users, focusing on contrasting shyness and confidence appeals. The participants were asked to fill out a survey via an online link in a controlled environment. Then, the structural equation modeling technique was used to test hypotheses, and multi‐group analysis was employed to compare the effects of shyness and confidence. The results indicate a positive link between the antecedents and the consequences of telepresence. This study provides managerial insights into how users perceive virtual influencers with specific personality traits, emphasizing that personality‐driven interface design can enhance virtual experiences by improving shyness and confidence. Furthermore, the findings suggest that tailoring virtual interactions to individual personalities can enhance engagement in gaming, virtual education, and workplaces. These insights can support industry managers in creating psychologically supportive and engaging virtual environments that foster positive human‐technology interactions.