Current Issue Summary
September 2024 (Vol. 64, Issue 3)

Are Virtual Influencers More Effective In Real-World Advertisement Settings? The Impact of Product Type and Social Cues on Consumers’ Perceptions and Behaviors
What is the impact of virtual influencers on consumer behavior and brand perception? This study explores how the presence of a social cue—such as a human, alongside a virtual influencer, affects authenticity and attitudes towards the influencer. The research leverages the CASA framework to understand the psychological mechanisms underlying consumer responses to virtual influencers. The findings suggest that virtual influencers can be effective brand endorsers, especially when paired with a human, as this combination enhances perceived authenticity and favorability.

Read the full article.