Anthropomorphism, social presence, customer reviews: virtual influencers’ affections

Abstract:

The development of AI lead to the stronger development of virtual influencers. Using virtual influencers can limit the risks of using traditional influencers. The objective of the research is to study the impact of anthropomorphism on the outcome of four factors: trustworthiness, brand attitude, envy, and purchase intention. In addition, study also consider social presence as a mediating role in these relationships. The research combines both quantitative research methods and qualitative research methods. 213 samples after screening. Smart-PLS 4 and SPSS 20.0 software were used to analyze the data. The findings of the study showed a positive relationship between anthropomorphism and social presence. Social presence positive impact on outcome factors (trustworthiness, brand attitude, envy and purchase intention). Besides, the mediating role of social presence was also confirmed. Research results contribute to theoretical and practical significance. Administrators choosing virtual influencers or building virtual influencers need to pay attention to anthropomorphism and social presence to enhance output factors.