Are Virtual Influencers More Effective In Real-World Advertisement Settings?

Do virtual influencers generate greater advertising effects when they are in a setting with more physical-world elements or more virtual-world elements? Grounded in the computers are social actors (CASA) framework, this study presents two experimental data collections investigating the effects of social cues (i.e., a virtual influencer with a real human versus being alone) and product type (i.e., a virtual influencer endorsing a real-world product versus a realistic virtual product versus an unrealistic virtual product) on consumers' perception of authenticity and attitudes toward the virtual influencer and, ultimately, attitudes toward the brand and implicit brand selection. Findings include practical guidance for social media advertising practitioners and a framework for future research.