Virtual influencers going head-to-head with human influencers: the impact of influencer type on trust perceptions of endorsement
通过三个实验（共799人）发现，消费者更不信任虚拟网红而非人类网红，因为虚拟网红被认为经验感知较低，且这种效应在体验型产品（vs功能型产品）的代言中更明显。
Purpose This study aims to explore how the extensive implementation of virtual influencers (VIs) in the hospitality and tourism industry shapes tourists’ trust perceptions. Specifically, it compares the differences between human influencers (HIs) and VIs based on mind perception theory and outlines the strategies for hospitality and tourism marketers to efficiently adopt influencers to enhance customers’ trust in diversified consumption contexts. Design/methodology/approach Three experiments were conducted with online panels ( n = 799). Study 1 outlines the anticipated focal effect and the mediating role of perceived experience. Study 2 replicates the effect and investigates its downstream consequences. Study 3 examines the moderating effect of product type. Findings The results reveal that customers are more likely to distrust VIs than their human counterparts because the former is thought to possess a lower degree of perceived experience. This effect is more prominent in the endorsement of experiential (versus functional) products and services. Originality/value This research advances the understanding of how tourists perceive HIs andVIs differently in social media endorsement, enriching the growing literature on VIs. Hospitality marketers can also gain insights into the advantages and limitations of VIs, providing valuable information to optimize their marketing effectiveness.