Abstract
This research explores influencer trustworthiness and stimulus novelty as important paths for the effectiveness of virtual influencers. We compare human-like virtual influencers (HVIs) and anime-like virtual influencers (AVIs) operating either with sponsorship disclosure or non-disclosure. In two experiments, we found that HVI (vs. AVIs) produced higher content engagement and purchase intent via greater influencer trustworthiness only when sponsorship was not disclosed. Upon disclosure, the advantage of HVIs over AVIs disappeared. We also found that the influencer’s status, whether mega or micro, significantly moderated the influence of sponsorship disclosure. Perceived novelty of AVIs are consistently higher than HVIs, and perceived novelty mediates the effect of the AVIs (vs. HVIs) on content engagement, but only when sponsorship was disclosed. These findings offer important insights into how virtual influencers may influence consumer engagement and purchase decisions.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
