Summary of Study 1 and 2 findings
| Hypothesis | First study | Second study | Outcome |
|---|---|---|---|
| H1a: VI (high vs low) anthropomorphism and consumer engagement | VI with high level of anthropomorphism (vs low) leads to high level of engagement with their Instagram post (i.e. post likes) | VI with high level of anthropomorphism (vs low) leads to high number of followers engagement | Supported in both studies |
| H1b: VI (high vs low) anthropomorphism and consumer well-being | VI with high level of anthropomorphism (vs low) leads to lower level their follower well-being in their comment (positive and negative emptions, anxiety, anger and sadness) | VI with high level of anthropomorphism (vs low) leads to lower level in their consumer well-being | Supported in both studies |
| H2: Mediating role of upward social comparison | – | Upwards social comparison mediates the relationship between VI anthropomorphism with consumer engagement and well-being | Supported in Study 2 |
| H3: Moderating role of VI size (macro vs micro) | Increase in the macro VI anthropomorphism enhances consumer engagement but decreases consumer well-being, but for micro, and increase in their anthropomorphism just significantly decreases their well-being | Just for macro VI, increase in their anthropomorphism enhances consumer engagement but decreases consumer well-being but no interaction effect for micro VI | Patial support for both studies |
| H4: Moderating role of VI agency (independent vs brand-owned) | Increase in the independent VI anthropomorphism enhances consumer engagement but decreases consumer well-being, but for brand-owned VI, an increase in their anthropomorphism just significantly decreases their engagement | For independent VI, increase in their anthropomorphism enhances consumer engagement, and for brand-owned VI, an increase in their anthropomorphism decreases their engagement and no significant interaction effect for well-being | Patial support for both studies |
| Hypothesis | First study | Second study | Outcome |
|---|---|---|---|
| VI with high level of anthropomorphism (vs low) leads to high level of engagement with their Instagram post (i.e. post likes) | VI with high level of anthropomorphism (vs low) leads to high number of followers engagement | Supported in both studies | |
| VI with high level of anthropomorphism (vs low) leads to lower level their follower well-being in their comment (positive and negative emptions, anxiety, anger and sadness) | VI with high level of anthropomorphism (vs low) leads to lower level in their consumer well-being | Supported in both studies | |
| – | Upwards social comparison mediates the relationship between VI anthropomorphism with consumer engagement and well-being | Supported in Study 2 | |
| Increase in the macro VI anthropomorphism enhances consumer engagement but decreases consumer well-being, but for micro, and increase in their anthropomorphism just significantly decreases their well-being | Just for macro VI, increase in their anthropomorphism enhances consumer engagement but decreases consumer well-being but no interaction effect for micro VI | Patial support for both studies | |
| Increase in the independent VI anthropomorphism enhances consumer engagement but decreases consumer well-being, but for brand-owned VI, an increase in their anthropomorphism just significantly decreases their engagement | For independent VI, increase in their anthropomorphism enhances consumer engagement, and for brand-owned VI, an increase in their anthropomorphism decreases their engagement and no significant interaction effect for well-being | Patial support for both studies |
Source(s): Created by authors