When digital celebrity talks to you: How human-like virtual influencers satisfy consumer's experience through social presence on social media endorsements

Hyojung Kim, Minjung Park

Research output: Contribution to journalArticlepeer-review

12 Scopus citations

Abstract

Retailers are employing non-human endorsers as alternatives to traditional celebrities in digital marketing. We seek to identify the aspects of human-like virtual influencer endorsements that create a positive consumer experience. Using a survey of 364 female Instagram users in South Korea, we find that virtual influencers’ perceived anthropomorphism positively influences satisfaction. Social presence does not mediate the association between perceived anthropomorphism and satisfaction. Further perceived enjoyment, perceived usefulness, flow, and credibility play a significant role in the relationship among perceived anthropomorphism, social presence, and satisfaction. This study offers practical insights into collaborative advertising for retail marketers utilizing virtual celebrities.

Original languageEnglish
Article number103581
JournalJournal of Retailing and Consumer Services
Volume76
DOIs
StatePublished - Jan 2024

Bibliographical note

Publisher Copyright:
© 2023 Elsevier Ltd

Keywords

  • Artificial influencer
  • Computers are social actors
  • Influencer marketing
  • Perceived anthropomorphism
  • Virtual influencer

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