Virtual influencers have a growing presence in social media, reshaping the traditional interactions between influencers and followers. Through an interdisciplinary orientation, we assess the implications of this phenomenon for data privacy. Specifically, we argue that, given that the virtual influencer is not a human being, an unbalanced privacy risk arises from possible data vulnerability, cybercrime, and the creation of fake profiles. We explore these risks through a qualitative exploratory study with 28 followers of virtual influencers. Our work culminates with a conceptual framework that highlights what we define as a multi-privacy paradox. We offer actionable ways for organizations to manage privacy and protect consumers dealing with virtual influencers in the metaverse.
The privacy paradox stems from the reciprocal relationship between consumers and firms involving mutual benefits. Consumers share data to gain benefits while taking on privacy risks. This direct exchange, the first level in Fig. 2, underlies the paradox. The current privacy paradox occurs at level 1, where a consumers privacy risk ties directly to a single entity. The consumer and entity have a reciprocal risk-reward relationship. The consumer gets a benefit for providing data, while the firm sees a business return based on the risk level. However, virtual influencers lack real entity status, removing reciprocity. This leaves consumers with an unbalanced privacy risk.
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In summary, the interviewees are concerned about the one-sided risk with cybercriminals while dealing with virtual characters. They are worried about the lack of assurance of their data and privacy. They believe cybercriminals target them due to financial resources and possession of wealth being real people compared with virtual characters. Building on the preceding discussion, the second proposition is that: P2: Cybercriminals specifically target followers of virtual influencers on their powerlessness in data sharing, contributing to an unbalanced privacy situation Interviewees are concerned that their relationship with virtual influencers is uneven in terms of privacy. Specifically, they feel weaker compared to their counterpart. This negative feeling decreases the trustworthiness of the interactions and the fear of privacy violation. The interviews suggest that data vulnerability experienced due to being the human element in the relationship leads to unbalanced privacy.
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4.3.3. Fake profiles
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Virtual influencers are often ideal models, almost heroes. Therefore, consumers might want to create a perfect (i.e., fake) persona to minimize the risk of exposure to privacy due to unbalanced risk. Further, followers can be reluctant to expose their true identity and to be part of any fake news. In 2019, Lil Miquela, a CGI influencer, publicized fake information about experiencing a sexual assault during a ride share in Los Angeles. This dissemination prompted concerns of potential harm and distress among her followers (Block & Lovegrove, 2021). Therefore, stringent legislative measures are necessary to regulate fake profiles and communications by virtual influencers to mitigate deceptive practices in the context of sponsored products and the promotion of fictitious experiences (Lou et al., 2022). Artificial intelligence systems can interchange the faces or voices of any individual, including celebrities, and create fake communications using virtual influencers (Campbell et al.
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