arbiter
JournalsAccount

Design and realism in virtual influencers as brand endorsers: how anthropomorphism and social identity cues shape consumer responses

Vaibhav Shwetangbhai Diwanji et al.

Journal of Product & Brand Management2026https://doi.org/10.1108/jpbm-01-2025-5740article
AJG 1ABDC A
Weight
0.50

Abstract

Purpose This study aims to examine how virtual influencers’ degree of realism, both form and behavioral realism, along with variations in their social identity cues (gender, race), influences consumer attitudes and purchase intentions. Design/methodology/approach Two field experiments were conducted. Study 1 examined how form and behavioral realism and gender (female/male) shaped attitudes and intentions. Study 2 investigated how race (non-White/White) paired with perceived realism influences consumer perceptions of virtual influencers and associated brands. Findings Results demonstrate that perceived realism, along with gender presentation, significantly shapes consumer attitudes and influencer engagement intentions. Racial presentation, when paired with realism, shapes consumer influencer and brand attitudes, ultimately affecting purchase intentions. Practical implications The findings offer actionable guidance for brands to develop and leverage virtual influencers by emphasizing authentic and carefully calibrated realism. This approach boosts brand engagement while reducing risks of bias and stereotyping. Originality/value This research advances the understanding of virtual influencers by highlighting how nuanced design elements and social cues shape consumer responses, offering insights for brands aiming to optimize digital influencer strategies.

Open via your library →

Cite this paper

https://doi.org/https://doi.org/10.1108/jpbm-01-2025-5740

Or copy a formatted citation

@article{vaibhav2026,
  title        = {{Design and realism in virtual influencers as brand endorsers: how anthropomorphism and social identity cues shape consumer responses}},
  author       = {Vaibhav Shwetangbhai Diwanji et al.},
  journal      = {Journal of Product & Brand Management},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1108/jpbm-01-2025-5740},
}

Paste directly into BibTeX, Zotero, or your reference manager.

Flag this paper

Design and realism in virtual influencers as brand endorsers: how anthropomorphism and social identity cues shape consumer responses

Flags are reviewed by the Arbiter methodology team within 5 business days.

Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.