Virtual Influencers in Advertisements: Examining the Role of Authenticity and Identification

As vision-oriented graphic technologies and artificial intelligence (AI) advance, many brands have started using virtual influencers (VIs), which are computer-generated figures with humanlike features, in their marketing efforts. Although VIs are nonhumans, consumers still interact with them socially and emotionally. However, understanding is limited regarding the advertising effects of VIs and their humanlike cues. Therefore, the present research investigated how more versus less humanlike VIs influenced consumers’ advertising attitudes and purchase intentions. Also, two mediating variables underlying this relationship were investigated: authenticity and identification (i.e., perceived similarity and wishful identification). Two studies (N = 178, N = 162) using one-factor, two-condition (more versus less humanlike VIs) between-subject experiments were conducted. The results suggested that participants perceived more humanlike VIs as more authentic, leading to more favorable advertising attitudes and higher purchase intentions across the two studies. Only one study using the hedonic product showed that perceived similarity and wishful identification mediated the advertising effects. Implications for theory and practice are discussed.