Effects of Product Type on Persuasion Mechanisms of Human and Virtual Influencers

ABSTRACT The emergence of virtual influencers (VIs) as an alternative to human influencers (HIs) for product promotion raises questions about the psychological mechanisms that determine their effectiveness and whether this varies depending on the product type. This study contributes to understanding the factors that shape influencer effectiveness by conducting a 2 (VIs vs. HIs) × 2 (utilitarian vs. hedonic product) experiment, using Instagram‐based stimuli and a sample of 1681 social media users. The results indicate that both HIs and VIs positively impact the intention to follow recommendations and purchase intention, but through different persuasive processes. HIs foster greater identification and parasocial relationships (i.e., intimacy, friendship), which are particularly relevant in promoting hedonic products and enhancing brand credibility. In contrast, VIs are perceived as more objective, excelling in promoting utilitarian products, although their ability to establish parasocial relationships is more limited. Product type moderates these effects, highlighting the importance of aligning influencer strategy with product characteristics. These findings provide an incremental refinement of existing theoretical models of social influence by demonstrating that identification with the influencer remains comparatively stable across product types. In contrast, parasocial relationships are more sensitive to whether the endorsed product is hedonic or utilitarian. In doing so, the study also provides actionable guidance for brands and digital marketing professionals. Limitations and avenues for future research are discussed, particularly with respect to the inclusion of other types of influencer profiles and platforms.