A Meta-Analytic Comparison of Human Influencers and Virtual Influencers Across Different Levels of Human-Likeness: Is Humanness More Persuasive?
这项元分析整合了46项实验研究，比较人类影响者与虚拟影响者（包括类人型和动漫型）的说服效果，发现虚拟影响者在来源和态度上说服力较弱，但高粉丝数可缩小差距。
Virtual influencers (VIs) mimic how human influencers (HIs) persuade consumers. This meta-analysis (n = 46 experimental studies) compares the persuasiveness of HIs and VIs, including human-like (HVIs) and anime-like (AVIs) appearances. VIs were less persuasive than HIs in source and message attitudes, but matched HIs in message perceptions, behavioral intentions, and actual behaviors. VIs were less persuasive than HIs when their follower counts were low or undisclosed, these differences were negligible when they had high follower count. HVIs outperformed AVIs in source perceptions and behavioral intentions, though both were equally effective in other outcomes. Theoretical and practical implications are discussed.