Moving beyond anthropomorphism: demographic cues as a new lens for understanding virtual influencer effectiveness
Hui Shi, Xinyu Zhao, Sophia Katarina Mueller-Bryson, Regina Jihea Ahn, Chen (Crystal) Chen, Zhengyan LiPurpose
This study examines how demographic cues, specifically age, race, and gender, interact to shape stereotype-based evaluations of virtual influencers (VIs) and influence downstream behavioral intentions in pro-environmental campaigns.
Design/methodology/approach
Two online survey-based experiments were conducted with U.S. social media users recruited through CloudResearch. Study 1 used a 2 VI age × 2 VI race between-subjects design (N = 492), and Study 2 used a 2 VI age × 2 race × 2 gender between-subjects design (N = 430). Participants viewed a pro-environmental campaign stimulus featuring VIs with visually manipulated demographic cues and then reported key measurements. ANCOVA and moderated mediation analyses examine the interaction effects of VI demographic cues on purchase and pro-environmental intentions through perceived warmth and competence.
Findings
Older racial and ethnic minority female VIs received the highest warmth and competence evaluations and generated the highest purchase and pro-environmental intentions. Perceived warmth and competence mediated the interaction effects of VI demographic cues on purchase and pro-environmental intentions. These effects were robust to participant–VI demographic matching, suggesting that VI demographic portrayals function as broadly legible social signals.
Originality/value
This study advances VI research by moving beyond general human-likeness to examine how demographic design shapes VI effectiveness in pro-environmental campaigns. By applying the Stereotype Content Model and Social Role Theory, it explains why certain VI profiles may be more persuasive as pro-environmental campaign advocates and offers practical guidance for designing VIs that are not only effective, but also more ethically and socially aligned with pro-environmental communication.