Review
Oct 2026
Moving beyond anthropomorphism: demographic cues as a new lens for understanding virtual influencer effectiveness
This study examines how demographic cues, specifically age, race, and gender, interact to shape stereotype-based evaluations of virtual influencers (VIs) and influence downstream behavioral intentions in pro-environmental campaigns. Two online survey-based experiments were conducted with U.S. social media us...
Hui Shi, Xin-Yu Zhao, Sophia Mueller-Bryson et al.
· Journal of Research in Inter... · 0 citations