Pixels versus Personalities: A Comparative Analysis of Virtual and Human Influencers

This study examines comparative effectiveness of human and virtual influencers in shaping purchase intention, word-of-mouth intention, and willingness to follow. Using Social exchange theory and source-based persuasion models, 2 × 2 experiment tests responses to hedonic and utilitarian offerings in product–service and service–service contexts. Findings indicate that human influencers generate higher purchase intention and greater perceived expertise, attractiveness, and relatability, whereas virtual influencers evoke stronger follow intention. Mediation effects of expertise, attractiveness, and homophily are confirmed. Interaction effects reveal virtual influencers as more persuasive for utilitarian, while human influencers for hedonic offerings, with stronger effects in product–service than service–service contexts.