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How and when do virtual influencers positively affect consumer responses to endorsed brands?

Author

Listed:
  • Volles, Barbara Kobuszewki
  • Park, Jaewoo
  • Van Kerckhove, Anneleen
  • Geuens, Maggie

Abstract

While companies’ interest in virtual influencers as brand endorsers is growing, it is striking that limited research exists on how virtual influencers shape consumer perceptions and responses to advertising and the brands they endorse. Scholars have predominantly highlighted the drawbacks of utilizing virtual influencers. Differing from this literature, we explore virtual influencers’ advantages or positive attributes which may lead to successful virtual influencer endorsements. Furthermore, while virtual influencers may be seen as less trustworthy than humans, we posit that their perceived uniqueness represents a pivotal advantage. Four studies show that greater perceived uniqueness holds the potential to mitigate trustworthiness concerns and lead to positive outcomes, especially when consumers strongly identify with virtual influencers.

Suggested Citation

  • Volles, Barbara Kobuszewki & Park, Jaewoo & Van Kerckhove, Anneleen & Geuens, Maggie, 2024. "How and when do virtual influencers positively affect consumer responses to endorsed brands?," Journal of Business Research, Elsevier, vol. 183(C).
    • Handle: RePEc:eee:jbrese:v:183:y:2024:i:c:s0148296324003679
    DOI: 10.1016/j.jbusres.2024.114863
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