Can you sense without being human? Comparing virtual and human influencers endorsement effectiveness

Huajun Li, Yueqiu Lei, Qi Zhou and Hong Yuan

Journal of Retailing and Consumer Services, 2023, vol. 75, issue C

Abstract: As AI increasingly permeates digital spaces, virtual influencers are operating in similar ways as human influencers. However, given their recent introduction, the effectiveness of virtual influencers is unclear, and there is limited managerial guidance regarding when and how they should be used. Across four studies, including an empirical investigation using secondary data analysis and three scenario-based experiments spanning two cultural contexts, we find that virtual influencers are less effective than human influencers as endorsers in terms of brand attitude and purchase intention. Furthermore, we identify perceived sensory capability and credibility as the serial mechanism. Lastly, we introduce the salience of sensory cues within the ad as a theoretically important and managerially relevant moderator, which attenuates the negative effect of virtual influencers. This research extends virtual influencer literature by focusing on business-related outcomes. Our theoretical model highlights essential differences in advertising outcomes between human and virtual influencers and provides important managerial implications.

Keywords: Virtual influencer; Endorsement effectiveness; Mind perception theory; Perceived credibility; Sensory cue (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (15)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:75:y:2023:i:c:s0969698923002035

DOI: 10.1016/j.jretconser.2023.103456

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