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Speaking of facts or experiences? The interaction effect between description types of virtual influencers and product types on endorsement effectiveness

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  • Sun, Yijia
  • Zheng, Chundong
  • Ma, Ke

Abstract

The emergence of virtual influencers (VIs), driven by advances in digital technology, presents a compelling alternative to human influencers (HIs) in brand endorsements. Yet, a systematic understanding of how to develop VI's communication strategies regarding “what to say†and “how to say†across different endorsement contexts remains notably absent. Through a field study with secondary data and three scenario-based experiments, this research demonstrates the interaction effect between product and description type in shaping VIs' endorsement effectiveness. Specifically, the match between search (experience) products and subjective (objective) descriptions enhances consumers' attitudes towards the advertising, brand, endorser, and their purchase intention. More importantly, mental simulation explains these effects as a potential mechanism. The findings of this research are crucial for understanding how endorsed products and content promoted by influencers (especially VIs) shape consumer experiences and provide significant implications for marketing practice.

Suggested Citation

  • Sun, Yijia & Zheng, Chundong & Ma, Ke, 2026. "Speaking of facts or experiences? The interaction effect between description types of virtual influencers and product types on endorsement effectiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 90(C).
    • Handle: RePEc:eee:joreco:v:90:y:2026:i:c:s0969698925004837
    DOI: 10.1016/j.jretconser.2025.104704
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