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Sponsored by a robot? How the human likeness of virtual influencers influences purchase intentions towards sponsored products

Author

Listed:
  • Jang, Haneul

    (Stan Richards School of Advertising & Public Relations, USA)

  • Jin, Eunjoo

    (Stan Richards School of Advertising & Public Relations, USA)

  • Bright, Laura

    (Stan Richards School of Advertising & Public Relations, USA)

  • Wilcox, Gary

    (Stan Richards School of Advertising & Public Relations, USA)

Abstract

With the rapid development of artificial intelligence (AI) technologies and the emerging trend of influencer marketing, virtual influencers have become promising advertising tools for marketers. Based on computers are social actors (CASA) and uncanny valley theory (UVT), this research study conducted a pilot study (N = 155) and an online experiment (N = 293) to investigate how the perceived humanness of virtual influencers affects their advertising effectiveness. The results indicate that the perceived humanness of virtual influencers increases perceptions of eeriness, attractiveness and authenticity. The increased perceived attractiveness and authenticity of virtual influencers, in turn, leads to more positive attitudes towards the virtual influencers and purchase intentions towards the advertised products. Furthermore, the current study found that such effects were moderated by the perceived similarity between consumers and virtual influencers. The theoretical and practical implications are discussed.

Suggested Citation

  • Jang, Haneul & Jin, Eunjoo & Bright, Laura & Wilcox, Gary, 2023. "Sponsored by a robot? How the human likeness of virtual influencers influences purchase intentions towards sponsored products," Journal of AI, Robotics & Workplace Automation, Henry Stewart Publications, vol. 2(3), pages 215-227, March.
    • Handle: RePEc:aza:airwa0:y:2023:v:2:i:3:p:215-227
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    Citations

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    Cited by:

    1. Kim, Inhwa & Ki, Chung-Wha & Lee, Hyunhwan & Kim, Youn-Kyung, 2024. "Virtual influencer marketing: Evaluating the influence of virtual influencers’ form realism and behavioral realism on consumer ambivalence and marketing performance," Journal of Business Research, Elsevier, vol. 176(C).

    More about this item

    Keywords

    virtual influencer; uncanny valley; computers are social actors (CASA); humanness; similarity; attractiveness; authenticity; virtual influencer marketing;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • G2 - Financial Economics - - Financial Institutions and Services

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