...Fengyi Deng; Yitian Tang; Laszlo Sajtos; Qing Huang; Si Chen Purpose AI-advanced virtual influencers’ (VIs’) enhanced anthropomorphism delivers substantial value yet also induces uncanny valley concerns, while relevant mitigation strategies remain under-explored. Based on the uncanny valley effect...

...Dongeun Choi; Seeun Kim; Jungmee Kim Purpose This study uses self-disclosure theory to examine how different types of virtual influencers (VIs: popular vs iconic) interact with fashion brand corporate social responsibility (CSR) advertisements to influence consumers’ purchase intentions. Design...

...Anis Ur Rehman; Siti Hasnah Hassan; Rajat Kumar Behera Purpose Virtual influencers (VIs) are a rising force in shaping online user engagement and consumer behavior because, unlike traditional influencers, a VI offers freedom for creativity and provides unique opportunities for brands to control...

...Li Keng Cheng; Chung-Lin Toung Purpose Anthropomorphism in virtual influencers plays a significant role in shaping prosocial behavior. Human-like virtual influencers build emotional connections, leading to greater engagement in social causes such as environmental protection. In contrast, animal...