When Virtual Influencers Succeed: An Explanation of Consumer Control and Sensory Experience

Compared to human influencer marketing, virtual influencer marketing has garnered widespread attention due to certain advantages. However, being intrinsically generated and driven by computer programs, they are not without limitations. This implies the existence of boundary conditions in the application of virtual influencer marketing. While there have been numerous reports of both successes and failures in the practical application of virtual influencers, the academic community has yet to provide a comprehensive theoretical explanation for the effectiveness of virtual influencer marketing. Researchers have attempted to address this gap by constructing a model that leverages consumer control and sensory experience to explain the influence of virtual (vs. human) influencers on consumers’ continuous purchase intentions. The findings indicate that virtual (vs. human) influencers enhance consumers’ perception of behavioral and cognitive control, which in turn positively influences their continuous purchase intention. Interestingly, the study found that when endorsing geometric products, virtual (vs. human) influencers stimulate a stronger perception of behavioral and cognitive control. However, when sharing material products, human (vs. virtual) influencers are more effective. This research not only deepens our understanding of the marketing effects of virtual influencers but also provides empirical evidence that can guide product selection for virtual influencer endorsements.