Effects of product type on persuasion mechanisms of human and virtual influencers

Abstract

The emergence of virtual influencers (VIs) as an alternative to human influencers (HIs) for product promotion raises questionsabout the psychological mechanisms that determine their effectiveness and whether this varies depending on the product type.This study contributes to understanding the factors that shape influencer effectiveness by conducting a 2 (VIs vs. HIs) × 2 (util-itarian vs. hedonic product) experiment, using Instagram-based stimuli and a sample of 1681 social media users. The resultsindicate that both HIs and VIs positively impact the intention to follow recommendations and purchase intention, but throughdifferent persuasive processes. HIs foster greater identification and parasocial relationships (i.e., intimacy, friendship), whichare particularly relevant in promoting hedonic products and enhancing brand credibility. In contrast, VIs are perceived as moreobjective, excelling in promoting utilitarian products, although their ability to establish parasocial relationships is more limited.Product type moderates these effects, highlighting the importance of aligning influencer strategy with product characteristics.These findings provide an incremental refinement of existing theoretical models of social influence by demonstrating that iden-tification with the influencer remains comparatively stable across product types. In contrast, parasocial relationships are moresensitive to whether the endorsed product is hedonic or utilitarian. In doing so, the study also provides actionable guidance forbrands and digital marketing professionals. Limitations and avenues for future research are discussed, particularly with respectto the inclusion of other types of influencer profiles and platforms.