Endorsing alone or with humans: Investigating the impact of virtual influencers’ presentation formats on endorsement effectiveness

As virtual influencers (VIs) become increasingly prominent in digital marketing, identifying the most effective presentation formats is essential. This study investigates the impact of VI presentation formats on endorsement effectiveness. Through five comprehensive experiments, we find that co-endorsements with real influencers significantly enhance endorsement effectiveness compared to VIs endorsing alone, with perceived credibility serving as a mediator. Furthermore, the research reveals that sensory cues and future cues moderate these effects. Co-endorsements are more effective when proximal sensory cues (e.g., haptic and olfactory cues) are emphasized, while solo endorsements are as effective as co-endorsements when distal sensory cues (e.g., visual and auditory cues) are highlighted. Additionally, the presence of future cues in advertisements enhances the impact of solo endorsements, whereas their absence increases the effectiveness of co-endorsements. This research contributes to the literature by elucidating the mechanisms and boundary conditions through which VI presentation formats influence endorsement effectiveness. The findings provide actionable insights for marketers on optimizing VI endorsement strategies to maximize consumer engagement and brand impact.