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

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.