What Makes Lil Miquela and Lu Do Magalu Viral? Anthropomorphism of Virtual Influencers on Social Media

Artificial Intelligence (AI)-based virtual influencers (VIs) on social media are emerging as attractive marketing tools for businesses, offering lower costs and minimal risk of scandals. This study investigates the antecedents and consequences of perceived anthropomorphism of VIs from consumers’ perspectives. We empirically tested a sample of 250 consumers who follow at least one VI, analyzing data using structural equation modeling (SEM). The study contributes to the ongoing debate by defining VIs in marketing terms, investigating psychological predispositions and outcomes of VI anthropomorphism across various VI types and social media platforms, and conceptually and empirically validating the role of anthropomorphism as a bridge between influential factors and customer relational outcomes. Our findings offer insights into the factors that make VIs viral, providing valuable guidance for marketers and researchers in the evolving field of AI-driven influencers. This research enhances our understanding of how consumers perceive and interact with VIs, potentially shaping future digital marketing strategies and the development of more effective VIs.