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Anthropomorphism effect of virtual influencers on purchase intention in social commerce: A presence perspective

Year: 2025

Type: article

Abstract: The rise of social commerce has drawn attention from scholars and practitioners, but the role of virtual influencers (VIs) remains underexplored. Utilizing the computers as social actors paradigm, our study examined how the anthropomorphism of VIs influences consumer behavior, with brand credibility as a moderator. We analyzed survey data from 408 consumers using partial least squares structural equation modeling. Findings showed that the anthropomorphism of VIs enhanced social presence and telepresence, boosting consumers’ purchase intention. Additionally, brand credibility moderated the effect of telepresence on purchase intention. The study concludes with a summary of implications for research and practice.

Source: Social Behavior and Personality An International Journal

DOI: 10.2224/sbp.13953

Authors: Qiaoling Lin, Yingxia Li, Lei Li, Xuewen Yu

Institutions: Universiti Putra Malaysia, University of Cyberjaya

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4407658350

FWCI: 1.796

Cites:

Cited by: 1

Related to: 10