Anthropomorphism in CSR Endorsement: A Comparative Study on Humanlike vs. Cartoonlike Virtual Influencers' Climate Change Messaging

• Published in: Journal of promotion management Vol. 29; no. 5; pp. 705 - 734
• Main Authors: Yang, Jeongwon, Chuenterawong, Ploypin, Lee, Heejae, Chock, T. Makana
• Format: Journal Article
• Language: English
• Published: Binghamton Routledge 04.07.2023; Taylor & Francis Ltd
• Subjects: Anthropomorphism; Attitudes; Between-subjects design; Brands; Climate change; Comparative studies; Consumers; corporate social responsibility; Credibility; Endorsements; expectancy violation theory; Experts; Influencer marketing; Marketing; Mass media; Social media; Social responsibility; source credibility; Virtual influencers

In recent years, a new form of influencer marketing, led by virtual ambassadors has appeared. Motivated by virtual influencers' (VI) potentials as corporate social responsibility (CSR) messengers, the study (1) compared the persuasive power of VIs with different humanness; and (2) examined how...