The Moderating Role of Homophily and Need for Uniqueness in the Relationship Between Anthropomorphism of Virtual Influencer and Intention to Imitate and Word of Mouth.
Saved in:
| Title: | The Moderating Role of Homophily and Need for Uniqueness in the Relationship Between Anthropomorphism of Virtual Influencer and Intention to Imitate and Word of Mouth. |
|---|---|
| Authors: | Lee, Jihyeon (AUTHOR), Kim, Hanku (AUTHOR) |
| Source: | International Journal of Human-Computer Interaction. Sep2025, Vol. 41 Issue 17, p10911-10922. 12p. |
| Subjects: | Anthropomorphism, Parasocial relationships, Word of mouth advertising, Personality, Similarity (Psychology), Trust, Customer relations, Online identities |
| Abstract: | With the recent gradual reduction in negative perceptions of virtual influencers (VIs), understanding how consumers perceive VIs' anthropomorphism and its impact on forming consumer relationships is critical for increasing marketing effectiveness. To gain a better understanding of how consumers form relationships with VIs, this study examined VI characteristics as well as consumer personalities. The study's data were collected from a sample of 266 social media users. The results show that VI's anthropomorphism positively affected the parasocial relationship (PSR). This association was reinforced by homophily, whereas the neede for uniqueness dampened it. PSR positively influenced trust, intention to imitate, and word-of-mouth (WOM). Moreover, trust positively affected imitation intention and WOM. This study aimed to broaden theoretical understanding, specifically on consumers' responses to VIs, which is an emerging research area, while providing practical recommendations for companies incorporating VIs into their strategies. [ABSTRACT FROM AUTHOR] |
| Copyright of International Journal of Human-Computer Interaction is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Psychology and Behavioral Sciences Collection |
|
Full text is not displayed to guests.
Login for full access.
|
|
| Abstract: | With the recent gradual reduction in negative perceptions of virtual influencers (VIs), understanding how consumers perceive VIs' anthropomorphism and its impact on forming consumer relationships is critical for increasing marketing effectiveness. To gain a better understanding of how consumers form relationships with VIs, this study examined VI characteristics as well as consumer personalities. The study's data were collected from a sample of 266 social media users. The results show that VI's anthropomorphism positively affected the parasocial relationship (PSR). This association was reinforced by homophily, whereas the neede for uniqueness dampened it. PSR positively influenced trust, intention to imitate, and word-of-mouth (WOM). Moreover, trust positively affected imitation intention and WOM. This study aimed to broaden theoretical understanding, specifically on consumers' responses to VIs, which is an emerging research area, while providing practical recommendations for companies incorporating VIs into their strategies. [ABSTRACT FROM AUTHOR] |
|---|---|
| ISSN: | 10447318 |
| DOI: | 10.1080/10447318.2024.2439571 |
