IDEAS home Printed from https://ideas.repec.org/a/pal/palcom/v12y2025i1d10.1057_s41599-025-04509-4.html
   My bibliography  Save this article

The impact of human and virtual endorsements on advertising effectiveness: a comparative analysis based on different information appeals

Author

Listed:
  • Yixuan Liu

    (Chongqing Jiaotong University)

  • Ke Lei

    (Southwest University of Finance and Economics)

Abstract

With the development of digital technology, virtual digital people have been used in various industries, and their advertising effectiveness has become a common concern in the marketing field. This study is based on the theoretical framework of heuristic-analytic modelling. It constructs a research model using brand trust as a mediating variable, adopts a 2 × 2 two-factor between-groups experimental design to compare the effects of human and virtual endorsements on consumer brand trust and advertising effectiveness under rational and emotional advertising appeals. In rational appeal advertisements, virtual endorsement can enhance consumers’ brand trust more effectively than human endorsement, thus exerting a significant positive influence on advertising effects. In the case of emotional appeal advertisements, human endorsement is more effective than virtual endorsement in enhancing consumers’ trust and significantly contributing to advertising effectiveness. This study not only provides a scientific basis for advertising planners to choose endorsements, but also provides a new vision for understanding the role of different endorsement types in advertising.

Suggested Citation

  • Yixuan Liu & Ke Lei, 2025. "The impact of human and virtual endorsements on advertising effectiveness: a comparative analysis based on different information appeals," Palgrave Communications, Palgrave Macmillan, vol. 12(1), pages 1-12, December.
    • Handle: RePEc:pal:palcom:v:12:y:2025:i:1:d:10.1057_s41599-025-04509-4
    DOI: 10.1057/s41599-025-04509-4
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41599-025-04509-4
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1057/s41599-025-04509-4?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Alex Wang & Carolyn Lin, 2011. "Effects of content class with endorsement and information relevancy on purchase intention," Management Research Review, Emerald Group Publishing Limited, vol. 34(4), pages 417-435, March.
    2. Matthes, Jörg & Wonneberger, Anke & Schmuck, Desirée, 2014. "Consumers' green involvement and the persuasive effects of emotional versus functional ads," Journal of Business Research, Elsevier, vol. 67(9), pages 1885-1893.
    3. Béatrice Parguel & Florence Benoît-Moreau & Cristel Russell, 2015. "Can evoking nature in advertising mislead consumers? The power of ‘executional greenwashing'," Post-Print hal-01463025, HAL.
    4. Alex Wang & Carolyn Lin, 2011. "Effects of content class with endorsement and information relevancy on purchase intention," Management Research Review, Emerald Group Publishing Limited, vol. 34(4), pages 417-435, March.
    5. Juliette Passebois Ducros & Florence Euzéby & Sarah Machat, 2023. "The effects of Instagram disclosure on consumer reactions to sponsored posts: The moderating impact of social media influencers’ perceived popularity [Effets de la divulgation des partenariats publ," Post-Print hal-04233698, HAL.
    6. Delia Cristina Balaban & Meda Mucundorfeanu & Larisa Ioana Mureșan, 2022. "Adolescents’ Understanding of the Model of Sponsored Content of Social Media Influencer Instagram Stories," Media and Communication, Cogitatio Press, vol. 10(1), pages 305-316.
    7. Alex Wang & Carolyn Lin, 2011. "Effects of content class with endorsement and information relevancy on purchase intention," Management Research Review, Emerald Group Publishing Limited, vol. 34(4), pages 417-435, March.
    8. Deepa Chandrasekaran & Raji Srinivasan & Debika Sihi, 2018. "Effects of offline ad content on online brand search: insights from super bowl advertising," Journal of the Academy of Marketing Science, Springer, vol. 46(3), pages 403-430, May.
    9. Delia Cristina Balaban & Meda Mucundorfeanu & Larisa Ioana Mureșan, 2022. "Adolescents’ Understanding of the Model of Sponsored Content of Social Media Influencer Instagram Stories," Media and Communication, Cogitatio Press, vol. 10(1), pages 305-316.
    10. Deng, Fengyi & Jiang, Xia, 2023. "Effects of human versus virtual human influencers on the appearance anxiety of social media users," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    11. Pankaj Aggarwal & Ann L. Mcgill, 2012. "When Brands Seem Human, Do Humans Act Like Brands? Automatic Behavioral Priming Effects of Brand Anthropomorphism," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(2), pages 307-323.
    12. Alboqami, Hassan, 2023. "Trust me, I'm an influencer! - Causal recipes for customer trust in artificial intelligence influencers in the retail industry," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    13. Kim, Do Yuon & Kim, Hye-Young, 2021. "Influencer advertising on social media: The multiple inference model on influencer-product congruence and sponsorship disclosure," Journal of Business Research, Elsevier, vol. 130(C), pages 405-415.
    14. McCracken, Grant, 1989. "Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 310-321, December.
    15. Sweeney, Jill & Swait, Joffre, 2008. "The effects of brand credibility on customer loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 15(3), pages 179-193.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Deng, Fengyi & Tuo, Muyuan & Chen, Si & Zhang, Zichen, 2024. "Born for marketing? The effects of virtual versus human influencers on brand endorsement effectiveness: The role of advertising recognition," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    2. Hussain, Shahzeb & Melewar, T.C. & Priporas, Constantinos-Vasilios & Foroudi, Pantea & Dennis, Charles, 2020. "Examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility," Journal of Business Research, Elsevier, vol. 109(C), pages 472-488.
    3. You, Leping & Liu, Fanjue, 2024. "From virtual voices to real impact: Authenticity, altruism, and egoism in social advocacy by human and virtual influencers," Technological Forecasting and Social Change, Elsevier, vol. 207(C).
    4. Anand Jhawar & Sanjeev Varshney & Prashant Kumar, 2024. "Sponsorship Disclosure on social media: literature review and future research agenda," Management Review Quarterly, Springer, vol. 74(3), pages 1589-1617, September.
    5. Santa, Juana Castro & Drews, Stefan, 2023. "Heuristic processing of green advertising: Review and policy implications," Ecological Economics, Elsevier, vol. 206(C).
    6. Klaus Heine & Glyn Atwal & Sandrine Crener-Ricard & Michel Phan, 2018. "Personality-driven luxury brand management," Journal of Brand Management, Palgrave Macmillan, vol. 25(5), pages 474-487, September.
    7. Cheah, Chee Wei & Koay, Kian Yeik & Lim, Weng Marc, 2024. "Social media influencer over-endorsement: Implications from a moderated-mediation analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    8. L. Ende & M.-A. Reinhard & L. Göritz, 2023. "Detecting Greenwashing! The Influence of Product Colour and Product Price on Consumers’ Detection Accuracy of Faked Bio-fashion," Journal of Consumer Policy, Springer, vol. 46(2), pages 155-189, June.
    9. Li, Huajun & Lei, Yueqiu & Zhou, Qi & Yuan, Hong, 2023. "Can you sense without being human? Comparing virtual and human influencers endorsement effectiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    10. Yang, Defeng & Zhang, Jiaen & Sun, Yu & Huang, Zan, 2024. "Showing usage behavior or not? The effect of virtual influencers’ product usage behavior on consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    11. De Cicco, Roberta & Iacobucci, Serena & Cannito, Loreta & Onesti, Gianni & Ceccato, Irene & Palumbo, Riccardo, 2024. "Virtual vs. human influencer: Effects on users’ perceptions and brand outcomes," Technology in Society, Elsevier, vol. 77(C).
    12. Zhou, Qi & Li, Bin & Li, Huajun & Lei, Yueqiu, 2024. "Mere copycat? The effects of human versus human-like virtual influencers on brand endorsement effectiveness: A moderated serial-mediation model," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    13. Jiang, Kan & Zheng, Junyuan & Luo, Shaohua, 2024. "Green power of virtual influencer: The role of virtual influencer image, emotional appeal, and product involvement," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    14. Kim, Hyojung & Park, Minjung, 2024. "When digital celebrity talks to you: How human-like virtual influencers satisfy consumer's experience through social presence on social media endorsements," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    15. Zu Qian ONG, 2015. "The Impact of Celebrity Credibility on Consumer’s Purchase Intention toward the Footwear Industry in Malaysia: The Mediating Effect of Attitude toward Advertisement," Information Management and Business Review, AMH International, vol. 7(4), pages 55-63.
    16. Chu, Kyounghee & Lee, Do-Hee & Kim, Ji Yoon, 2019. "The effect of verbal brand personification on consumer evaluation in advertising: Internal and external personification," Journal of Business Research, Elsevier, vol. 99(C), pages 472-480.
    17. Dabiran, Ehsan & Farivar, Samira & Wang, Fang & Grant, Gerald, 2024. "Virtually human: anthropomorphism in virtual influencer marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    18. Aysun Kahraman & İpek Kazançoğlu, 2019. "Understanding consumers' purchase intentions toward natural‐claimed products: A qualitative research in personal care products," Business Strategy and the Environment, Wiley Blackwell, vol. 28(6), pages 1218-1233, September.
    19. Salman Majeed & Changbao Lu & Muhammad Usman, 2017. "Want to make me emotional? The influence of emotional advertisements on women’s consumption behavior," Frontiers of Business Research in China, Springer, vol. 11(1), pages 1-25, December.
    20. El Hedhli, Kamel & Zourrig, Haithem & Al Khateeb, Amr & Alnawas, Ibrahim, 2023. "Stereotyping human-like virtual influencers in retailing: Does warmth prevail over competence?," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:palcom:v:12:y:2025:i:1:d:10.1057_s41599-025-04509-4. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: https://www.nature.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.