Believe me, even though I’m fake: how the credibility of real and virtual influencers affects purchase intention

Influencers have experienced a decline in trust, leading to the rise of virtual influencers as a counter-trend. Understanding the impact of virtual influencers on followers’ purchase behaviour has thus become crucial, yet scientific studies on the factors influencing their credibility are scarce. This study conducted a laboratory experiment with 116 participants, using a within-subject design and randomised stimulus delivery. Participants rated either a virtual or real influencer on credibility and purchase intention. The results reveal that virtual influencers are perceived as slightly more credible and trusted for their expertise compared to real influencers. Additionally, their credibility partly shows a stronger influence on purchase intention. Surprisingly, social media users do not necessarily express scepticism towards virtual influencers, suggesting a potential shift in trust dynamics.