Consumer Evaluation of Virtual vs. Human Influencers via Source Credibility, Perceived Social Similarity, and Consumption Motivation

• Published in: Journal of theoretical and applied electronic commerce research Vol. 20; no. 3; p. 168
• Main Authors: Zeng, Huai-Kuan, Lin, Carolyn A.
• Format: Journal Article
• Language: English
• Published: 02.07.2025
• ISSN: 0718-1876; 0718-1876
• DOI: 10.3390/jtaer20030168

Influencer marketing is estimated to reach USD 32.55 billion by the year 2025. The extant research on virtual vs. human influencers’ effectiveness has reported mixed results. Currently, research has yet to explore how consumption motivation and influencer gender (virtual vs. human) may differentially impact consumer behavior. Likewise, whether antecedent factors such as prior attitudes toward the brand may affect the perceived authenticity and attractiveness of influencers has rarely been investigated. To fill this research gap, the current study examined virtual vs. human influencers’ effectiveness utilizing a 2 (influencer type) × 2 (product type) × 2 (influencer gender) between-subject online experiment. Specifically, Airbnb (a recreational product) and NJM (an insurance product) were respectively designated as a hedonic and utilitarian brand. The findings (N = 468) demonstrated that while prior brand attitudes toward a hedonic product had no effect on perceived influencer authenticity, the opposite was true for a utilitarian product. No significant difference was shown in perceived authenticity and attractiveness between a male and female (virtual or human) influencer. Structural equation modeling suggested that perceived social similarity between a participant and an influencer positively impacted the perceived attractiveness and authenticity of influencers and purchase intention. Hedonic instead of utilitarian motivation was found to be a positive predictor of purchase intention.