A Study on the Regulatory Fit Effects of Influencer Types and Message Types

This study compared the persuasive effects of human and virtual influencers. Virtual influencers persuade consumers; however, there is insufficient research on strategies that can elicit consumer responses to them. Additionally, we aimed to verify the impact of information source types and message types (rational/emotional) and the interaction effects of regulatory focus tendencies through consumer attitudes (sharing intention/purchase intention). A survey was conducted with 323 South Korean consumers concerning posts on influencers' Instagram accounts. The responses were processed through multivariate analysis of covariance. The main effects were significant for both information sources; however, consumers showed greater sharing and purchase intentions after interacting with virtual influencers. In addition, a three-way interaction between the independent variables was confirmed, suggesting that consumer persuasion must account for the information source type, the nature of the message, and consumer tendencies. The study results offer insights for establishing effective message strategies to reach consumers.