Human vs. virtual influencers

: a comparative study of brand endorsement effects on purchase intention

Abstract

Brands continuously strive to match their marketing efforts with evolving societal trends. That being said, the rise of virtual influencers generated by artificial intelligence (AI) did not go unnoticed as brands started recognizing their potential for promotional activities. While these technologies are causing a sensation, little research has been done to uncover the implications on consumers’ attitudes and behavior. This paper aimed to reveal the effects of different types of endorsers – human, virtual, and no endorser – on consumers’ purchase intention. The research included an exploration of the brand image’s role amidst this relationship, as well as the product’s value proposition and the endorser’s perceived authenticity. A mixed methods approach was adopted for the study. After identifying the product category based on the reviewed literature and existing campaigns, a focus group was chosen as a qualitative instrument to confirm the stimuli. The main study was carried out quantitatively through an online survey. The research found that brand endorsement does not positively impact purchase intention and indicated that virtual endorsers lead to a higher purchase intention than human endorsers. Moreover, neither the value proposition nor the perceived authenticity moderated the relationship between the endorsement and the purchase intention. However, the brand image proved to be a mediator in the model. These findings contradict the literature that supports the effectiveness of brand endorsement and highlight the potential of virtual endorsers for driving purchase intention through brand image. Thus, managers should be aware of virtual endorsers’ potential.

Date of Award	25 Jan 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Romeiro (Supervisor)