Evaluating the Role of Virtual Influencers as CSR Ambassadors: Impact of Human-Likeness on Environmental Advocacy

Given the rapid technological advances, organizations are increasingly adopting technologies to reach their audiences. Virtual influencers—computer-generated characters that mimic real human beings—have emerged as AI-driven communication tools on social media. Grounded in social presence theory, this study explores how their visual and mental human-likeness influence audience responses to corporate social responsibility (CSR) messages on environmental issues. An online survey of 502 U.S. social media users revealed that virtual influencers’ lifelike appearance and cognition enhance perceived expertise and issue-influencer congruence. These perceptions, in turn, increase CSR message acceptance. The study offers theoretical and practical implications for adopting virtual influencers.