Kim,D., & Wang, Z. (2024)

Computersin Human Behavior: Artificial Humans, 2, 100100.

https://doi.org/10.1016/j.chbah.2024.100100

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This experimental study investigates differences between human influencers (HIs) and virtual influencers, distinguishing between human-like virtual influencers (HVIs) and anime-like virtual influencers (AVIs). Using a 3×2 factorial design with 223 participants on Instagram, the authors explore how influencer type and message intent (for-profit vs. not-for-profit) affect perceptions of authenticity, source credibility, and advertising effectiveness. Results show that HVIs can match HIs in effectiveness, especially in not-for-profit contexts where authenticity and credibility perceptions are stronger. Conversely, AVIs consistently score lower, particularly in for-profit contexts, suggesting their anthropomorphic distance undermines persuasion.

Grounded in the CASA (Computers Are Social Actors) framework, the study demonstrates that anthropomorphism enhances positive social responses. HVIs were rated significantly higher on authenticity, trustworthiness, expertise, and attractiveness compared to AVIs, aligning with source credibility theory. Moreover, authenticity mediated the link between influencer type and attitudes toward both product and influencer, as well as follow intention. Source credibility dimensions similarly mediated these effects, reinforcing the importance of trust-based cues in digital endorsement.

The study also integrates the Persuasion Knowledge Model, showing that for-profit motives trigger skepticism, reducing the effectiveness of HVIs and making them perform closer to AVIs. Not-for-profit appeals, however, mitigate defensive processing and enhance credibility judgments.

The findings highlight nuanced implications for brands: HVIs may serve as viable alternatives to HIs, particularly in prosocial campaigns, while AVIs face barriers due to lower perceived authenticity. The study contributes to AI marketing research by empirically testing anthropomorphism and message framing as key drivers of virtual influencer effectiveness.

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