Paper Number
ECIS2026-2088
Paper Type
CRP
Abstract
Virtual influencers (VIs) are an emerging form of anthropomorphic AI in digital marketing, yet little is known about how their visual human-likeness and message framing impact consumer behavior. This study examines how human-like versus anime-like VIs affect purchase intention, and whether this effect is moderated by advertising that emphasizes functional or sustainability-related product features. Drawing on the Computers Are Social Actors paradigm, anthropomorphism theory, and baby schema research, we hypothesize competing mechanisms for trust and persuasion. A 2×2 between-subjects online experiment (N = 3,200) reveals an advantage for anime-like VIs in prosocial contexts, driven by perceived trustworthiness. We conclude that cuteness associated with anime-like VIs enhances affective engagement in moral messaging. Our findings challenge assumptions about realism in digital agents and offer guidance for strategic VI deployment. This study contributes to theories of human–AI interaction and provides actionable insights for effective use of VIs in marketing communication.
Recommended Citation
Biedermann, Linus; Dieckmann, Anja; Kaiser, Carolin; and Manewitsch, Vladimir, "Cute For A Cause: How Anime-Like Virtual Influencer Outperform Human-Like Designs In Prosocial Advertising" (2026). ECIS 2026 Proceedings. 6.
https://aisel.aisnet.org/ecis2026/ai_anthro/ai_anthro/6
Cute For A Cause: How Anime-Like Virtual Influencer Outperform Human-Like Designs In Prosocial Advertising
Virtual influencers (VIs) are an emerging form of anthropomorphic AI in digital marketing, yet little is known about how their visual human-likeness and message framing impact consumer behavior. This study examines how human-like versus anime-like VIs affect purchase intention, and whether this effect is moderated by advertising that emphasizes functional or sustainability-related product features. Drawing on the Computers Are Social Actors paradigm, anthropomorphism theory, and baby schema research, we hypothesize competing mechanisms for trust and persuasion. A 2×2 between-subjects online experiment (N = 3,200) reveals an advantage for anime-like VIs in prosocial contexts, driven by perceived trustworthiness. We conclude that cuteness associated with anime-like VIs enhances affective engagement in moral messaging. Our findings challenge assumptions about realism in digital agents and offer guidance for strategic VI deployment. This study contributes to theories of human–AI interaction and provides actionable insights for effective use of VIs in marketing communication.
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