Real or Virtual?

This study investigates how influencer type (virtual vs. human) and message appeal (hedonic vs. authenticity-focused) jointly shape consumer engagement, trust, and purchase intention in Lebanon's wine market. Across two experiments grounded in Source Credibility Theory and the Match-Up Hypothesis, the authors show that virtual influencers generate stronger engagement and purchase intention under hedonic appeals, while human influencers are more persuasive when authenticity is emphasised. A second study using a simulated Instagram feed replicates these effects and reveals that trust mediates the impact of influencer type on purchase intention, moderated by consumer innovativeness: highly innovative consumers respond more favourably to virtual influencers, whereas less innovative consumers prefer human influencers under authenticity cues. The findings demonstrate dual persuasive pathways—aspirational (VI–hedonic) and relational (HI–authentic)—and provide actionable insights for designing effective influencer campaigns in credence-rich, culturally embedded markets.