Virtual persuasiveness: the influence mechanism of consumer anthropomorphic perception on virtual celebrity advertising
FENG Yuan, JIANG Ling
School of Business, Macau University of Science and Technology, Macau, 999078 Management College, Zhongkai University of Agriculture and Engineering, Guangzhou, 510182
Abstract：Although there is significant evidence that virtual celebrities advertising is an effective marketing strategy, extant literature has mostly neglected two intermediate factors - the anthropomorphic perception of consumers and the persuasive source of characters. Based on the research on spokes-characters, celebrity endorsement, and anthropomorphic marketing, the authors find that the anthropomorphic tendencies and the need for uniqueness of consumers and character-consumers para-social interaction boost the attitude and behavioral intention of consumers. In addition, the need for uniqueness also has a positive influence on virtual celebrities' persuasiveness. This finding is indicating that marketers should have a keen interest in the individual differences of consumers. The uncovered results have important implications for a company implementing anthropomorphic strategies.
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