Humanness of Virtual Influencers: Consumers’ Intention to Purchase Luxury Branded Products

The rise of artificial intelligence and synthetic media has transformed marketing through virtual influencers (VIs), computer-generated endorsers increasingly used in luxury branding. This study examines how perceived anthropomorphism and realism influence consumer responses. Using a 2×2 experiment grounded in CASA, source credibility, and congruity theory, findings show that highly anthropomorphic, realistic VIs enhance credibility and purchase intention, especially when brand congruence is strong. Results advance social perception theory and guide luxury brands in balancing innovation and authenticity.