Are Virtual Influencers More Effective In Real-World Advertisement Settings?
基于计算机即社会行动者框架，通过两项实验研究虚拟影响者所处环境（现实或虚拟元素）和产品类型对消费者真实感、态度及品牌选择的影响，为社交媒体广告从业者提供实践指导。
Do virtual influencers generate greater advertising effects when they are in a setting with more physical-world elements or more virtual-world elements? Grounded in the computers are social actors (CASA) framework, this study presents two experimental data collections investigating the effects of social cues (<i>i.e.</i>, a virtual influencer with a real human versus being alone) and product type (<i>i.e.</i>, a virtual influencer endorsing a real-world product versus a realistic virtual product versus an unrealistic virtual product) on consumers’ perception of authenticity and attitudes toward the virtual influencer and, ultimately, attitudes toward the brand and implicit brand selection. Findings include practical guidance for social media advertising practitioners and a framework for future research.