Abstract
Virtual influencers (VIs) utilize computer graphics and artificial intelligence to promote brands, engage consumers, and champion prosocial causes. An online experimental study revealed that VIs’ human-likeness prevailed over message framing in shaping persuasion outcomes. Human-like VIs (vs. anime-like VIs) fostered pro-environmental behavioral intentions through perceived authenticity and parasocial interaction.
| Original language | English |
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| Publication status | Published - 26 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 |
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| Country/Territory | Hong Kong |
| Period | 24/07/25 → 27/07/25 |
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