Social media influencer vs. virtual influencer: the mediating role of source credibility and authenticity in advertising effectiveness within AI influencer marketing

Abstract

This study examines the differences between social media influencers and virtual influencers in influencer marketing, focusing on their impact on marketing effectiveness. Using a between-subjects experimental design, the research explores how human influencers (HIs), human-like virtual influencers (HVIs), and anime-like virtual influencers (AVIs) affect perceptions of authenticity, source credibility, and overall marketing effectiveness. The study evaluates these influencer types across both for-profit and not-for-profit messaging contexts to determine how message intent influences audience reactions. The findings reveal that HVIs can be as effective as human influencers, especially in not-for-profit messaging, where their authenticity and source credibility are higher. However, when the messaging shifts to for-profit motives, the advantage of HVIs diminishes, aligning more closely with AVIs, which consistently show lower effectiveness. The study highlights the critical role that both authenticity and source credibility play in mediating the relationship between the type of influencer and advertising effectiveness.