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.

中文翻译：

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虚拟人：虚拟影响者营销中的拟人化

虚拟影响者 (VI) 是通过数字方式创建的角色，在社交媒体上占有重要地位，他们逐渐致力于推广产品和品牌。了解这些影响者的拟人化设计的影响对于他们的营销效果至关重要。本研究借鉴拟人化文献，评估了四种类型的拟人化——即外表、道德美德、认知体验和意识情感——对追随者对VI可信度和准社会关系的感知以及购买意图的影响。调查结果显示，道德美德和认知体验的拟人化对可信度和准社会关系都有积极影响，而外表拟人化只对准社会关系有积极影响。拟人化对意识情绪没有显着影响。可信度和准社会关系均对购买意愿产生正向影响，其中准社会关系的影响更强。影响者与产品的一致性正向调节可信度对购买意愿的影响。该研究增进了对VI营销的理解，并强调了考虑拟人化的不同方面及其对追随者的看法和行为的影响的重要性。研究结果为制定和推广 VI 营销活动的业务战略和决策提供了信息。