Can you sense without being human? Comparing virtual and human influencers endorsement effectiveness

Citations

Cited by:

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. Zheng, Xiaoyun & Miao, Murong & Zhang, Lu & Huang, Li, 2024. "Standing out or fitting in? How perceived autonomy affects virtual influencer marketing outcomes," Journal of Business Research, Elsevier, vol. 185(C).
3. Ozdemir, Ozan & Karabulut, Feyzan & Messinger, Paul R., 2025. "Can(’t) touch this: The effect of form realism and product domain in virtual influencer endorsements," Journal of Retailing, Elsevier, vol. 101(2), pages 298-310.
4. Joel-Edgar, Sian & Chowdhury, Soumyadeb & Nagy, Peter & Ren, Shuang, 2025. "Virtual influencers in social media versus the metaverse: Mind Perception, blame judgements and brand trust," Journal of Business Research, Elsevier, vol. 189(C).
5. Wang, Xueying & Zhang, Yuexian, 2025. "Product-independent or product-dependent: The impact of virtual influencers’ primed identity on purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
6. 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).
7. 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).
8. Gong, Xiuyuan & Sun, Pengkai, 2026. "How to liberate human labor? Understanding the interplay of virtual streamer type and interaction style in livestreaming e-commerce," Journal of Business Research, Elsevier, vol. 205(C).
9. Ko, Chaeeun & Baek, Hyunmi, 2026. "Effects of emotional expression on user engagement in virtual influencers’ Instagram posts: A comparative analysis with human influencers," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
10. Wang, Ying & Huam, Hon Tat & Hamid, Abu Bakar Abdul, 2026. "Emotional divergence among virtual avatar types: A topic-based study using LDA and DistilBERT," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
11. Yao, Yuexin & Liu, Qihua & Guo, Mengqian, 2025. "Virtual influencers in brand image recovery: A comparative study of younger and older brands after celebrity endorsement crises," Journal of Retailing and Consumer Services, Elsevier, vol. 86(C).
12. Akhtar, Naeem & Hameed, Zahid & Islam, Tahir & Pant, Manoj Kumar & Sharma, Anshuman & Rather, Raouf Ahmad & Kuzior, Aleksandra, 2024. "Avatars of influence: Understanding how virtual influencers trigger consumer engagement on online booking platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
13. 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).
14. Wang, Bin & Han, Yao & Kandampully, Jay & Lu, Xiaoli, 2025. "How language arousal affects purchase intentions in online retailing? The role of virtual versus human influencers, language typicality, and trust," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
15. Deng, Guangkuan & Kang, Jiayi & He, Lijuan & Xu, Ying, 2025. "Endorsing alone or with humans: Investigating the impact of virtual influencers’ presentation formats on endorsement effectiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
16. Liu, Fanjue & Lee, Yu-Hao, 2024. "Virtually responsible? Attribution of responsibility toward human vs. virtual influencers and the mediating role of mind perception," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
17. Xie, Jifei & Wu, Haoyu & Liu, Kexi & Cui, Yunce & Zhang, Xiaofei, 2024. "Is virtual streamer useful? Effect of streamer type on consumer brand forgiveness when streamers make inappropriate remarks," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
18. Song, Jiehang & Zheng, Chundong & Lv, Xiarong & Font, Xavier, 2025. "The endorsement effectiveness of virtual influencers in nonprofit fundraising: The role of appearance and voice pitch," Technological Forecasting and Social Change, Elsevier, vol. 219(C).
19. Yao, Ruiqi & Qi, Guijie & Sun, Hua & Sheng, Dongfang, 2025. "A double-edged sword: Exploring the effectiveness of expressed subjectivity in virtual influencer endorsements," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
20. Franke, Claudia & Groeppel-Klein, Andrea, 2024. "The role of psychological distance and construal level in explaining the effectiveness of human-like vs. cartoon-like virtual influencers," Journal of Business Research, Elsevier, vol. 185(C).
21. Shao, Zhucheng, 2024. "From human to virtual: Unmasking consumer switching intentions to virtual influencers by an integrated fsQCA and NCA method," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
22. Endang Hariningsih & Budhi Haryanto & Lilik Wahyudi & Catur Sugiarto, 2025. "Ten years of evolving traditional versus non-traditional celebrity endorser study: review and synthesis," Management Review Quarterly, Springer, vol. 75(3), pages 1937-1997, September.
23. Volles, Barbara Kobuszewki & Park, Jaewoo & Van Kerckhove, Anneleen & Geuens, Maggie, 2024. "How and when do virtual influencers positively affect consumer responses to endorsed brands?," Journal of Business Research, Elsevier, vol. 183(C).
24. Guo, Zhiwei & Yang, Hongtao & Yang, Wang, 2025. "A new social media programme for brands? A study of the relationship between virtual influencers and brand followers," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
25. 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).
26. Xia, Hui & Yang, Yuqing & Wang, Xinchun, 2025. "Too pretty to resist? Exploring the impact of virtual influencers’ beauty level on consumer reactions," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
27. Lee, Garim & Kim, Hye-Young, 2024. "Human vs. AI: The battle for authenticity in fashion design and consumer response," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
28. Dogerlioglu-Demir, Kivilcim & Ng, Andy H. & Koçaş, Cenk, 2023. "Gracefully yours: Would snap judgments of one's subtle graceful movements lead to inferences about their emotional intelligence?," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
29. 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).
30. Gong, Xiuyuan & Sun, Pengkai, 2025. "Can virtual streamers express emotions? Understanding the language style of virtual streamers in livestreaming e-commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
31. Shao, Zhucheng, 2026. "Dual congruence in live-streaming commerce: A mixed-method to examine the role of virtual influencers and live content on consumer purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).