Authenticity meets aesthetics: Physical attractiveness as the Equalizer for virtual and human influencers

With the rapid advancement of information technology, both virtual and human influencers have become integral to modern marketing strategies. Virtual influencers, powered by artificial intelligence, now engage audiences in ways that closely mimic human influencers, driving growing interest in their comparative endorsement effectiveness. However, existing research offers mixed and inconclusive results. This study explores the crucial role of physical attractiveness in shaping influencer effectiveness and examines how it moderates the impact of influencer type on product attitudes. Our findings show that parasocial interaction partially mediates the relationship between influencer type and product attitude, with both direct and indirect effects influenced by perceived attractiveness. Although human influencers excel at building authenticity and personal connections, these advantages diminish when attractiveness is considered. When influencers are perceived as highly attractive, the distinction between virtual and human influencers becomes negligible, with both types eliciting similarly positive product attitudes. These insights suggest that marketers using virtual influencers should ensure their appearance aligns with the audience's beauty standards. Additionally, they should emphasize the pressure on human influencers to uphold ideal appearances—an aspect that virtual influencers can easily optimize. This research offers valuable guidance for brands seeking to balance virtual and human influencers for maximum impact.