Virtually human: anthropomorphism in virtual influencer marketing

Virtual influencers (VIs), digitally created characters with a significant presence on social media, are progressively engaged to promote products and brands. Understanding the impact of these influencers' anthropomorphic design is crucial to their marketing effectiveness. Drawing from anthropomorphism literature, this research evaluates the effect of four types of anthropomorphism—namely, appearance, moral virtue, cognitive experience, and conscious emotionality—on followers' perceptions of VI credibility and parasocial relationships, as well as their purchase intention. The results of a survey reveal that anthropomorphism in moral virtue and cognitive experience has a positive effect on both credibility and parasocial relationships, while anthropomorphism in appearance has a positive effect only on parasocial relationships. Anthropomorphism in conscious emotionality has no significant effect. Both credibility and parasocial relationships have a positive effect on purchase intention, with the impact of parasocial relationships being stronger. Influencer–product congruence positively moderates the impact of credibility on purchase intention. The study advances the understanding of VI marketing and underscores the importance of considering the different aspects of anthropomorphism and their impacts on followers’ perceptions and behavior. The findings inform business strategy and decision-making in developing and promoting VI marketing campaigns.