The impact of human and virtual endorsements on advertising effectiveness: a comparative analysis based on different information appeals

With the development of digital technology, virtual digital people have been used in various industries, and their advertising effectiveness has become a common concern in the marketing field. This study is based on the theoretical framework of heuristic-analytic modelling. It constructs a research model using brand trust as a mediating variable, adopts a 2 × 2 two-factor between-groups experimental design to compare the effects of human and virtual endorsements on consumer brand trust and advertising effectiveness under rational and emotional advertising appeals. In rational appeal advertisements, virtual endorsement can enhance consumers’ brand trust more effectively than human endorsement, thus exerting a significant positive influence on advertising effects. In the case of emotional appeal advertisements, human endorsement is more effective than virtual endorsement in enhancing consumers’ trust and significantly contributing to advertising effectiveness. This study not only provides a scientific basis for advertising planners to choose endorsements, but also provides a new vision for understanding the role of different endorsement types in advertising.