CoChat
Sign Up
Cited by 85

The DOI matches its Crossref record; 11 of the 11 references it cites were found in a registry or an index.

The role of anthropomorphism and racial homophily of virtual influencers in encouraging low-versus high-cost pro-environmental behaviors

Wan, Calvin, Lee, Daisy, Ng, Peggy·2024·Psychology & Marketing
DOI 10.1002/mar.22013
Open this paper in CoChat — free account

Abstract

Virtual influencers have great potential to shape the audience's perception and motivate behavioral change. Drawing upon anthropomorphism theory and social identity theory, this paper examined the interaction effect of anthropomorphism and racial homophily of virtual influencers in shaping audiences' trust and subsequently pro‐environmental behaviors in low‐ and high‐cost contexts. Two online studies employing experimental materials generated by artificial intelligence were conducted. Study 1 revealed that high anthropomorphism (human‐like virtual influencers) and high racial homophily (local‐like virtual influencers) are more effective for eliciting trust in the context of low‐cost pro‐environmental behaviors. The findings also showed that low racial homophily (foreign‐like virtual influencers) would further weaken the trust level of a virtual influencer in low anthropomorphism (animate‐like virtual influencers). Study 2 aimed to replicate the findings from Study 1 in the context of high‐cost pro‐environmental behaviors. The findings showed that low racial homophily (foreign‐like virtual influencers) enhanced the trust in a high anthropomorphism (human‐like virtual influencers) virtual influencer. The moderated mediation analyses confirmed the hypothesized relationships in the proposed research model. This research advanced our understanding on the moderating role of racial homophily that serves as a cognitive shortcut for low‐cost and quick decisions. However, a low racial homophily (foreign‐like) virtual influencer would be more effective for high‐cost and symbolic pro‐environmental behaviors. These insights provide valuable guidance to businesses, marketers, and environmental advocates aiming to leverage virtual influencers for encouraging sustainability practices.

Overview

The claims and statistics of this paper haven’t been checked yet.

Run the check — free, no account needed. It reads the open-access text and checks the sources it cites.

A few free checks a day · papers already verified open instantly · results are public

Integrity signals

Registry

Crossref · 10.1002/mar.22013

Cites

11 of 11 references verified0 citation errors · 0 not checkable

Statistics

Figures

Image 1
CC-BY · From the PDF
Image 2
CC-BY · From the PDF
Image 3
CC-BY · From the PDF
Image 4
CC-BY · From the PDF
FIGURE 1 The research model.
FIGURE 1 The research model.CC-BY · From the PDF
FIGURE 2 Effect of anthropomorphism and racial homophily on trust in virtual influencers (Study 1).
FIGURE 2 Effect of anthropomorphism and racial homophily on trust in virtual influencers (Study 1).CC-BY · From the PDF
FIGURE 3 Effect of anthropomorphism and racial homophily on trust in virtual influencers (Study 2).
FIGURE 3 Effect of anthropomorphism and racial homophily on trust in virtual influencers (Study 2).CC-BY · From the PDF
Image 8
CC-BY · From the PDF
Image 9
CC-BY · From the PDF
Image 10
CC-BY · From the PDF
Image 11
CC-BY · From the PDF
Image 12
CC-BY · From the PDF
Image 13
CC-BY · From the PDF
Image 14
CC-BY · From the PDF
Human-like
Human-likeCC-BY · From the PDF
Local
LocalCC-BY · From the PDF
Image 17
CC-BY · From the PDF
Animate-like
Animate-likeCC-BY · From the PDF
Image 19
CC-BY · From the PDF
Foreign
ForeignCC-BY · From the PDF
Foreign
ForeignCC-BY · From the PDF
Image 22
CC-BY · From the PDF
Image 23
CC-BY · From the PDF
Image 24
CC-BY · From the PDF
Image 25
CC-BY · From the PDF
Image 26
CC-BY · From the PDF
Image 27
CC-BY · From the PDF
Image 28
CC-BY · From the PDF
Image 29
CC-BY · From the PDF
Image 30
CC-BY · From the PDF
Image 31
CC-BY · From the PDF
Image 32
CC-BY · From the PDF

Verification

Claims the paper makes

The claims and statistics of this paper haven’t been checked yet.

Run the check — free, no account needed. It reads the open-access text and checks the sources it cites.

A few free checks a day · papers already verified open instantly · results are public

Claims other papers make about this one

Each is checked against this paper’s own text: does it say what the citing paper says it does?

Self-check

Percentages, sums and reported differences re-computed from the paper’s own numbers.

The self-check needs the paper’s full text.

Citations

Cites

Show all 11 references

Research works printed but not linked: 118

  1. 10.3390/ijerph192316013 · DOI
  2. 10.1016/j.jenvp.2010.02.003 · DOI
  3. 10.1037/pspp0000413 · DOI
  4. 10.4102/sajbm.v45i3.130 · DOI
  5. 10.3390/su12114348 · DOI
  6. 10.1016/j.ijhcs.2021.102694 · DOI · Paper page
  7. 10.1016/j.jbusres.2022.113567 · DOI
  8. 10.1108/INTR-11-2020-0638 · DOI
  9. 10.1007/s11747-020-00762-y · DOI · Paper page
  10. 10.1080/17524032.2022.2115525 · DOI
  11. 10.1002/mar.21549 · DOI
  12. 10.1016/j.jretconser.2021.102904 · DOI
  13. 10.1037/ppm0000082 · DOI
  14. 10.1080/15252019.2023.2236102 · DOI
  15. 10.1108/JCM-10-2019-3455 · DOI
  16. 10.1108/JFMM-08-2019-0157 · DOI
  17. 10.1016/j.techfore.2022.121550 · DOI
  18. 10.1016/j.jenvp.2021.101741 · DOI
  19. 10.1109/MCOM.001.2100786 · DOI
  20. 10.1086/722703 · DOI
  21. 10.1080/17524032.2022.2027801 · DOI
  22. 10.1177/1043463103154002 · DOI
  23. 10.1002/mar.21486 · DOI
  24. 10.1016/S0921-8890(02)00374-3 · DOI · Paper page
  25. Erba J., 2019, Exploring the role of ethnic and bi‐ethnic identities in advertisements targeting Chinese and Chinese‐American consumers using celebrity athletes, China Media Research; A Journal of Science and its Applications, 15, 67
  26. 10.1016/j.jbusres.2024.114520 · DOI
  27. 10.1002/ijop.12034 · DOI
  28. 10.1016/j.rser.2020.110039 · DOI
  29. 10.1108/INTR-02-2020-0078 · DOI
  30. 10.3390/su151814026 · DOI
  31. 10.1108/INTR-04-2021-0229 · DOI
  32. 10.1002/mar.21989 · DOI
  33. 10.1016/j.paid.2011.05.027 · DOI
  34. 10.3390/ijerph17061883 · DOI
  35. Hayes A. F., 2018, Introduction to mediation, moderation, and conditional process analysis: A regression‐based approach
  36. 10.1002/cb.1562 · DOI
  37. 10.1177/1746847717710738 · DOI
  38. Hofeditz L., 2022, Trust me, I'm an influencer!‐A comparison of perceived trust in human and virtual influencers, ECIS 2022 Research‐in‐Progress Papers, 27
  39. 10.1177/0003122417705656 · DOI
  40. 10.1016/j.resconrec.2020.104747 · DOI
  41. 10.1016/j.envsci.2018.07.016 · DOI
  42. 10.1080/02650487.2020.1836925 · DOI
  43. 10.1016/j.clrc.2021.100014 · DOI
  44. 10.1108/YC-05-2022-1529 · DOI
  45. 10.1016/j.jretconser.2023.103660 · DOI
  46. 10.1016/j.jort.2024.100745 · DOI
  47. 10.1080/00913367.1990.10673175 · DOI
  48. 10.4324/9781351153683-14 · DOI
  49. 10.1109/TTS.2020.3001312 · DOI · Paper page
  50. 10.1080/09640568.2021.1972797 · DOI
  51. 10.2501/JAR-2018-035 · DOI · Paper page
  52. 10.3389/fcomm.2023.1205610 · DOI
  53. 10.1016/j.jbusres.2021.05.024 · DOI · Paper page
  54. 10.1016/j.jbusres.2024.114611 · DOI
  55. 10.1016/j.clrc.2023.100105 · DOI
  56. 10.1111/ajpy.12271 · DOI
  57. Kuzminov M., 2023, Consumer trust and virtual influencers, Forbes
  58. 10.1016/j.jretconser.2019.102027 · DOI · Paper page
  59. 10.1111/ijcs.12956 · DOI
  60. 10.1016/j.jenvp.2016.10.004 · DOI
  61. 10.1177/0003122419846849 · DOI
  62. 10.1002/mar.21575 · DOI
  63. 10.3390/su16031133 · DOI
  64. 10.1016/j.jbusres.2022.06.040 · DOI
  65. 10.1016/j.renene.2023.119861 · DOI
  66. 10.1108/JPBM-03-2023-4418 · DOI
  67. 10.1016/j.jbusres.2014.09.021 · DOI
  68. 10.1080/02650487.2018.1548196 · DOI
  69. 10.1080/15252019.2018.1533501 · DOI · Paper page
  70. 10.1177/0272431612472259 · DOI
  71. 10.1146/annurev.soc.27.1.415 · DOI · Paper page
  72. 10.1111/ijcs.12630 · DOI
  73. 10.1038/s43016-020-00146-z · DOI
  74. Mori M., 1970, The Uncanny Valley: The original essay by Masahiro Mori, IEEE Spectrum, 6, 1
  75. 10.1108/JCM-10-2014-1179 · DOI
  76. 10.1108/EJM-12-2022-0915 · DOI
  77. 10.1109/CyberSecurity49315.2020.9138861 · DOI
  78. 10.1080/0267257X.2020.1791933 · DOI
  79. 10.1080/0267257X.2021.1912142 · DOI
  80. 10.1016/j.chb.2023.107771 · DOI
  81. 10.1108/JSM-01-2018-0045 · DOI
  82. 10.1016/j.intmar.2021.05.002 · DOI
  83. 10.1002/mar.21749 · DOI
  84. 10.1108/LHTN-03-2023-0043 · DOI
  85. 10.52631/jemds.v3i1.175 · DOI
  86. 10.1016/j.bushor.2022.08.002 · DOI
  87. 10.3390/ijerph19010277 · DOI
  88. 10.4324/9781003155249-12 · DOI
  89. 10.1016/j.chb.2023.107706 · DOI
  90. 10.1057/s41599-024-02698-y · DOI
  91. 10.1080/02650487.2022.2075636 · DOI
  92. 10.1108/EJM-03-2022-0176 · DOI
  93. 10.1109/MRA.2019.2927372 · DOI
  94. Tajfel H., 1978, Social categorization, social identity and social comparison, Differentiation Between Social Group: Studies in the social psychology of intergroup relations, 61
  95. 10.1016/j.gloenvcha.2017.12.001 · DOI
  96. 10.1080/00913367.2020.1810595 · DOI
  97. 10.1080/17543266.2021.1909662 · DOI
  98. 10.1016/j.resconrec.2003.11.001 · DOI
  99. 10.1016/j.gloenvcha.2018.02.009 · DOI
  100. 10.1016/j.jenvp.2016.03.004 · DOI
  101. 10.1016/j.trd.2022.103584 · DOI
  102. 10.1177/0013916519882773 · DOI
  103. 10.1080/02650487.2017.1348035 · DOI · Paper page
  104. 10.1016/j.jenvp.2013.11.006 · DOI
  105. 10.1108/JPBM-06-2019-2442 · DOI
  106. 10.1086/653658 · DOI
  107. 10.1080/09669582.2024.2336493 · DOI
  108. 10.1016/j.chb.2022.107614 · DOI
  109. 10.1016/j.jenvp.2021.101748 · DOI
  110. 10.1080/10496491.2022.2163041 · DOI
  111. 10.1080/15252019.2023.2189036 · DOI
  112. Yang P.‐C., 2020, HATSUKI: An anime character like robot figure platform with anime‐style expressions and imitation learning based action generation, 2020 29th IEEE International Conference on Robot and Human Interactive Communication (RO‐MAN)
  113. 10.1108/JHTI-04-2023-0268 · DOI
  114. 10.1016/j.jretconser.2023.103560 · DOI
  115. 10.1016/j.jretconser.2019.102010 · DOI
  116. 10.1177/0022242920985784 · DOI
  117. 10.1177/00222429231203699 · DOI
  118. 10.1016/j.jbusres.2019.01.055 · DOI

Cited by

Sorted by citations

See all 85

Metadata

Authors
Wan, C., Lee, D., & Ng, P.
Affiliations
  • Edinburgh Business School Heriot‐Watt University Edinburgh UK
  • School of Professional Education and Executive Development The Hong Kong Polytechnic University Hong Kong Hong Kong
ORCID
Venue
Psychology & Marketing
Publisher
Wiley
Published
2024-05-02
Volume
41
Issue
8
Pages
1833-1853
ISSN
  • 0742-6046
  • 1520-6793
DOI
10.1002/mar.22013
Cited by
85
References
11
Language
en
Licence
creativecommons.org/licenses/by/4.0/ (vor)

About these checks

Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.

Statistics and arithmetic are recomputed, not judged.

Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.

What counts as a claim ›How we measure confidence ›How we check this ›

Are you an author, or do you see a problem with this page? Request a review

How to cite

Cite CoChat for the checks on this page, and the paper for its own findings.

This page
CoChat. (2026). Citation check: The role of anthropomorphism and racial homophily of virtual influencers in encouraging low-versus high-cost pro-environmental behaviors. https://app.cochat.ai/papers/10.1002/mar.22013
The paper
Wan, C., Lee, D., & Ng, P. (2024). The role of anthropomorphism and racial homophily of virtual influencers in encouraging low-versus high-cost pro-environmental behaviors. Psychology & Marketing. https://doi.org/10.1002/mar.22013