RT Journal Article
T1 Effects of product type on persuasion mechanisms of human and virtual influencers
A1 Rejón-Guardia, Francisco
A1 Palomas-Gómez, Amalia Virginia
A1 Molinillo-Jiménez, Sebastián
K1 Redes sociales en Internet
K1 Redes sociales - Aspectos sociales
K1 Redes sociales - Aspectos económicos
K1 Marketing en Internet
AB 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.
PB Wiley
YR 2026
FD 2026
LK https://hdl.handle.net/10630/45429
UL https://hdl.handle.net/10630/45429
LA eng
NO Rejón-Guardia, F., V. Palomas-Gómez, and S. Molinillo. 2026. “ Effects of Product Type on Persuasion Mechanisms of Human and Virtual Influencers.” International Journal of Consumer Studies 50, no. 1: e70169. https://doi.org/10.1111/ijcs.70169.
NO Funding for open access charge: Universidad de Málaga / CBUA
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 1 mar 2026