Real Talk, Virtual Faces: A Formal Concept Analysis of Personality and Sentiment in Influencer Audiences

Abstract

Virtual influencers~(VIs) -- digitally synthetic social-media personas -- attract audiences whose discourse appears qualitatively different from discourse around human influencers~(HIs). Existing work characterises this difference through surveys or aggregate engagement statistics, which reveal \emph{what} audiences say but not \emph{how} multiple signals co-occur. We propose a two-layer, structure-first framework grounded in Formal Concept Analysis~(FCA) and association rule mining. The first layer applies FCA with support-based iceberg filtering to weekly-aggregated comment data, extracting discourse profiles -- weekly co-occurrence bundles of sentiment, Big Five personality cues, and topic tags. The second layer mines association rules at the comment level, revealing personality--sentiment--topic dependencies invisible to frequency-table analysis. Applied to YouTube comments from three VI--HI influencer pairs, the two-layer analysis reveals a consistent structural divergence: HI discourse concentrates into a single, emotionally regulated (stability-centred) regime (low neuroticism anchoring positivity), while VI discourse supports three structurally distinct discourse modes, including an appearance-discourse cluster absent from HI despite near-equal marginal prevalence. Topic-specific analyses further show that VI contexts exhibit negative sentiment in psychologically sensitive domains (mental health, body image, artificial identity) relative to HI contexts. Our results position FCA as a principled tool for multi-signal discourse analysis and demonstrate that virtuality reshapes not just what audiences say, but the underlying grammar of how signals co-occur in their reactions.