The “Mixed” Reality of Virtual Brand Endorsers: Understanding the Effect of Brand Engagement and Social Cues on Technological Perceptions and Advertising Effectiveness

Abstract

Within the context of virtual human influencers, the current study adds to the growing literature examining the impact of a social media–based mix of reality and virtuality on perceived anthropomorphism and authenticity, in addition to the subsequent effects on advertising perceptions and implicit behavior. Through an experimental design with 242 participants, data suggest that while some elements of realism and product engagement levels do increase anthropomorphic and authenticity perceptions, the effects significantly attenuate when the virtual influencer is engaging with too much reality in a single social media post, such as consuming a real-world branded product with a real human. Further, data suggest that presenting virtual influencers within a “mixed” reality social media–based environment can lead to implicit product selection through endorser and brand credibility and attitude toward the brand.