Abstract
This meta-analysis investigates the comparative marketing effectiveness of virtual influencers (VIs) and human influencers, addressing a timely question amidst the burgeoning VI market. Examining 48 studies through a random-effects model using Comprehensive Meta-Analysis software, we analyze the impact of VIs on brand and influencer attitudes, message evaluation, and purchase intent. Our findings reveal significant differences in consumer responses to VIs versus human influencers, providing valuable insights for brands navigating the evolving influencer landscape.This research offers a comprehensive understanding of when and how VIs can be strategically deployed to maximize marketing ROI.
| Original language | English |
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| Publication status | Published - 26 Jul 2025 |
| Event | 2025 Global Marketing Conference at Hong Kong - , Hong Kong, China Duration: 24 Jul 2025 → 27 Jul 2025 https://2025gmc.imweb.me/ (Conference website) https://easychair.org/smart-program/2025GMC/index.html (Conference program) |
Conference
| Conference | 2025 Global Marketing Conference at Hong Kong |
|---|---|
| Country/Territory | Hong Kong, China |
| Period | 24/07/25 → 27/07/25 |
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