Potential Risks of Virtual Influencer Diversity in Charitable Endorsements: A Cognitive Dissonance Perspective

ABSTRACT

Highlighting diversity‐related attributes has become an increasingly prominent marketing communication strategy in virtual influencer endorsement practices. Prior research has largely focused on commercial endorsement contexts, conceptualized diversity as a homogeneous and single‐dimensional construct, and emphasized its predominantly positive outcomes. However, this research argues that the differential communication effects of two widely employed diversity attributes—ethnic minority status and disability—occur within the context of charitable endorsements. Drawing on uncanny valley theory, this study further investigates the psychological mechanisms underlying negative communication effects associated with disabled virtual influencers by examining the mediating role of cognitive dissonance and the mitigating role of endorser–cause fit. Two online experiments provide convergent evidence for these effects. In Study 1 ( N  = 256), virtual influencers characterized by ethnic minority attributes positively influence perceived endorser attractiveness and donation intention, whereas those characterized by disability attributes negatively influence these outcomes. Building on these findings, Study 2 ( N  = 623) replicates the negative effects associated with disability attributes, confirms the mediating role of cognitive dissonance, and demonstrates that higher endorser–cause fit significantly reduces audiences' cognitive dissonance. Overall, this research advances understanding of the potential risks of diversity‐based virtual influencer strategies in charitable endorsement contexts and offers practical insights for improving endorsement effectiveness through cognitive dissonance management.