*Tran Minh Tung, Duong Hoai Lan

Abstract:

This research explores how virtual influencers use visual aesthetics and storytelling to promote environmental awareness and encourage pro-environmental behaviour, focusing on Leya as a case study. Findings reveal that Leya uses captivating nature visuals and human-animal connections to promote environmental harmony and sustainability. Through a personal, conversational storytelling style, Leya humanises animals and engages her audience emotionally. She positions herself as a companion rather than an authority, focusing on hope and the beauty of nature rather than the negative aspects of environmental degradation. The study also explores audience perceptions, revealing a mix of admiration and skepticism, particularly regarding Leya’s digital persona. Findings highlight the effectiveness of virtual influencers in creating relatable, emotionally charged content, while also addressing challenges in building trust and credibility for environmental advocacy.

Keywords: Virtual influencer, environmental awareness, social media, audience perception, visual aesthetics, storytelling