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How does AI-powered virtual influencer's anthropomorphism impact trust and brand love? The moderating role of opinion leadership

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  • Rehman, Anisur
  • Kumar, Sushant
  • Salam, Muhammad Asif
  • Virmani, Naveen

Abstract

Virtual influencers (VIs) are a new class of influencers that are recently becoming popular on social media. Brands are also using these VIs for several activities. Yet, limited studies have investigated how these VIs drive trust and brand love among followers. Accordingly, this study aims to understand how anthropomorphism and attitude homophily of VIs drive trust towards VI and brand love. This study utilises a conceptual model developed from the theoretical foundation of Computers are Social Actors (CASA) theory with the intermediate variables of emotional attachment and hedonic experience. Data is collected from 321 respondents from Saudi Arabia through a questionnaire approach. The findings show that anthropomorphism drives emotional attachment and hedonic experience, which subsequently determines trust in VI and brand love. The moderating effects of opinion leadership are also confirmed. Social media managers are suggested to use more human-like characteristics in VIs to make them more appealing and relevant to users.

Suggested Citation

  • Rehman, Anisur & Kumar, Sushant & Salam, Muhammad Asif & Virmani, Naveen, 2025. "How does AI-powered virtual influencer's anthropomorphism impact trust and brand love? The moderating role of opinion leadership," Technological Forecasting and Social Change, Elsevier, vol. 219(C).
    • Handle: RePEc:eee:tefoso:v:219:y:2025:i:c:s004016252500229x
    DOI: 10.1016/j.techfore.2025.124198
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