Abstract
Virtual influencers (VIs), computer-generated character with a strong presence on social media (SM), are increasingly collaborating with brands to promote their offerings. However, their varying degree of human-like appearance, such as human-like VI (HVI) and anime-like VI (AVI), affect consumers’ perceptions. Due to limited understanding in existing literature regarding the source differences of VIs and their brand endorsements effects. The current study using social response theory (SRT), investigated how HVI versus AVI affects consumers’ brand trust and social commerce intention. Also, we examined the role of source trust as a mediating variable. A between-subject experimental design (N=107) using a single factor (VI appearance: HVI vs. AVI) was employed. The results demonstrated that participants perceived HVI as more trustworthy than AVI, which in turn led to a more positive response towards brand endorsement, including higher brand trust and social commerce intention.
Recommended Citation
Hoor, Munsifa and Ilavarasan, P. Vigneswara, "How do virtual influencers affect brand trust and social commerce intention? A mediating role of source trust" (2025). SIGHCI 2024 Proceedings. 13.
https://aisel.aisnet.org/sighci2024/13
