From Pixels to Persuasion: Assessing Authenticity and Credibility as Mechanisms of Virtual Influencer Marketing

Jiemin Looi; Eunjin Anna Kim

From Pixels to Persuasion: Assessing Authenticity and Credibility as Mechanisms of Virtual Influencer Marketing

Jiemin Looi^*, Eunjin Anna Kim

^*Corresponding author for this work

Department of Communication Studies

Research output: Contribution to conference › Conference paper › peer-review

Abstract

Two online experiments investigated the mechanisms underlying virtual influencers’ (VIs) persuasiveness. VIs’ human-likeness——manipulated (human-like VIs/non-human VIs) and measured——enhanced perceived authenticity and perceived credibility. Notably, perceived authenticity and advertising value facilitated purchase intention and post engagement. While perceived credibility enhanced advertising value, it failed to impact these persuasion outcomes.

Original language	English
Publication status	Published - 25 Jul 2025
Event	2025 Global Marketing Conference at Hong Kong - , Hong Kong 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
Period	24/07/25 → 27/07/25
Internet address	https://2025gmc.imweb.me/ (Conference website) https://easychair.org/smart-program/2025GMC/index.html (Conference program)

Cite this

@conference{c4fb4adc7b8349c88d82f6474db055e9,

title = "From Pixels to Persuasion: Assessing Authenticity and Credibility as Mechanisms of Virtual Influencer Marketing",

abstract = "Two online experiments investigated the mechanisms underlying virtual influencers{\textquoteright} (VIs) persuasiveness. VIs{\textquoteright} human-likeness——manipulated (human-like VIs/non-human VIs) and measured——enhanced perceived authenticity and perceived credibility. Notably, perceived authenticity and advertising value facilitated purchase intention and post engagement. While perceived credibility enhanced advertising value, it failed to impact these persuasion outcomes.",

author = "Jiemin Looi and Kim, {Eunjin Anna}",

year = "2025",

month = jul,

day = "25",

language = "English",

note = "2025 Global Marketing Conference at Hong Kong ; Conference date: 24-07-2025 Through 27-07-2025",

url = "https://2025gmc.imweb.me/, https://easychair.org/smart-program/2025GMC/index.html",

}

TY - CONF

T1 - From Pixels to Persuasion: Assessing Authenticity and Credibility as Mechanisms of Virtual Influencer Marketing

AU - Looi, Jiemin

AU - Kim, Eunjin Anna

PY - 2025/7/25

Y1 - 2025/7/25

N2 - Two online experiments investigated the mechanisms underlying virtual influencers’ (VIs) persuasiveness. VIs’ human-likeness——manipulated (human-like VIs/non-human VIs) and measured——enhanced perceived authenticity and perceived credibility. Notably, perceived authenticity and advertising value facilitated purchase intention and post engagement. While perceived credibility enhanced advertising value, it failed to impact these persuasion outcomes.

AB - Two online experiments investigated the mechanisms underlying virtual influencers’ (VIs) persuasiveness. VIs’ human-likeness——manipulated (human-like VIs/non-human VIs) and measured——enhanced perceived authenticity and perceived credibility. Notably, perceived authenticity and advertising value facilitated purchase intention and post engagement. While perceived credibility enhanced advertising value, it failed to impact these persuasion outcomes.

M3 - Conference paper

T2 - 2025 Global Marketing Conference at Hong Kong

Y2 - 24 July 2025 through 27 July 2025

ER -

From Pixels to Persuasion: Assessing Authenticity and Credibility as Mechanisms of Virtual Influencer Marketing

Abstract

Conference

Fingerprint

Cite this