The effect of different types of virtual influencers on consumers’ emotional attachment
研究将虚拟网红分为模仿人类、动画人类和非人类三类，通过实验发现不同类型通过社会临场感影响消费者的情感依恋和利益寻求行为。
A virtual influencer (VI) is a computer-generated, imagery-based digital character. It has become one of the hottest marketing trends, motivating researchers to investigate how consumers perceive VIs. However, consumers’ emotional attachment and benefit seeking behaviour to different types of VIs has remained under-investigated. Therefore, considering the level of perceived humanness and appearance realism, this research examines how consumers’ emotional attachment and benefit seeking differs across the three types of VI (i.e., mimic-human VI, animated-human VI, and non-human VI). We further propose that VIs may influence consumer emotional attachment and different benefit seeking behaviour through social presence because, specifically, when a VI shows a higher level of social presence, a higher level of emotional attachment and stronger benefit seeking behaviour will result. The experimental studies lend support to our theorization. This research provides insights into the different types of VIs in marketing literature and extends the context of social presence theory.