Home > Research > Publications & Outputs > Shyness vs Confidence

Research

Electronic data

Links

Text available via DOI:

View graph of relations

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

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Published

Standard

Shyness vs Confidence: The Effect of Virtual Influencer Personalities on Social Media Users' Well‐Being and Addiction. / Sattar, Amna A.; Ul Haq, Junaid; Saleem, Aysha et al.
In: Psychology and Marketing, Vol. 42, No. 4, 30.04.2025, p. 1088-1109.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Sattar, AA, Ul Haq, J, Saleem, A & Ahmad, W 2025, 'Shyness vs Confidence: The Effect of Virtual Influencer Personalities on Social Media Users' Well‐Being and Addiction', Psychology and Marketing, vol. 42, no. 4, pp. 1088-1109. https://doi.org/10.1002/mar.22166

APA

Sattar, A. A., Ul Haq, J., Saleem, A., & Ahmad, W. (2025). Shyness vs Confidence: The Effect of Virtual Influencer Personalities on Social Media Users' Well‐Being and Addiction. Psychology and Marketing, 42(4), 1088-1109. https://doi.org/10.1002/mar.22166

Vancouver

Sattar AA, Ul Haq J, Saleem A, Ahmad W. Shyness vs Confidence: The Effect of Virtual Influencer Personalities on Social Media Users' Well‐Being and Addiction. Psychology and Marketing. 2025 Apr 30;42(4):1088-1109. Epub 2024 Dec 12. doi: 10.1002/mar.22166

Author

Sattar, Amna A. ; Ul Haq, Junaid ; Saleem, Aysha et al. / Shyness vs Confidence : The Effect of Virtual Influencer Personalities on Social Media Users' Well‐Being and Addiction. In: Psychology and Marketing. 2025 ; Vol. 42, No. 4. pp. 1088-1109.

Bibtex

@article{9ed275392f0446d196caf45f580e1c21,
title = "Shyness vs Confidence: The Effect of Virtual Influencer Personalities on Social Media Users' Well‐Being and Addiction",
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.",
author = "Sattar, {Amna A.} and {Ul Haq}, Junaid and Aysha Saleem and Wasim Ahmad",
year = "2025",
month = apr,
day = "30",
doi = "10.1002/mar.22166",
language = "English",
volume = "42",
pages = "1088--1109",
journal = "Psychology and Marketing",
issn = "0742-6046",
publisher = "Wiley-Liss Inc.",
number = "4",

}

RIS

TY - JOUR

T1 - Shyness vs Confidence

T2 - The Effect of Virtual Influencer Personalities on Social Media Users' Well‐Being and Addiction

AU - Sattar, Amna A.

AU - Ul Haq, Junaid

AU - Saleem, Aysha

AU - Ahmad, Wasim

PY - 2025/4/30

Y1 - 2025/4/30

N2 - 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.

AB - 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.

U2 - 10.1002/mar.22166

DO - 10.1002/mar.22166

M3 - Journal article

VL - 42

SP - 1088

EP - 1109

JO - Psychology and Marketing

JF - Psychology and Marketing

SN - 0742-6046

IS - 4

ER -